Marie Curie launches online campaign to encourage conversations about death

Marie Curie is looking to raise awareness of its work around terminal illness support by encouraging people to talk about dying and mortality with their friends and family.

Joe Lepper | 7th Nov 19

Marie Curie has launched a multi-media campaign to encourage people to talk about dying and death.

The charity, which runs hospices and supports people living with terminal illness, is using online resources, social media and TV advertising to “get people thinking, talking and planning for the end of life”.

This includes a film, being made available across social media and TV, using animation to poke fun at the range of phrases people use to describe death. Phrases such as “cash in your chips”, “fall off the perch” and “kick the bucket” are used, with the film ending with the line “whatever you call it, we should talk about it” and a call to action to visit Marie Curie’s website.

Social media promotion also looks at some of these phrases to raise further awareness.


In addition a dedicated web page has been created by the charity for the campaign, offering access to a raft of online resources to encourage conversations about death.

Online resources

This includes an online video showing couples and friends describing their ideal “last supper”. Also on offer is a downloadable set of playing cards to promote conversations around mortality.

The charity says that a reluctance to think about dying and death means that many people feel unprepared and disrtressed when facing the end of life.

“Our ageing population means it is increasingly important for families to have conversations, share their wishes and be prepared so that they have the best chance of a good end of life experience for themselves and those they leave behind,” said Matthew Reed, Chief Executive of Marie Curie said.

A survey by the charity found that a quarter of people who weren’t aware of all of their loved ones’ final wishes experienced regret over unresolved feelings or things left unsaid. One in five were unsure if the funeral that they arranged for a loved one was what the person would have wanted.