Grief Kind

GOOD Agency

GOOD is a strategic and creative agency with a difference. We work for the world. We believe passionately in a world where creative communication drives meaningful change.

Our relationship with Sue Ryder began 4 years ago with a successful brand refresh project and has developed into a meaningful long-term relationship spanning the breadth of their programme. Our relationship is built on a deep understanding of them as an organisation and collaboration with the senior team, setting strategies for growth, working together to smash targets and innovate. Grief Kind is a national campaign for a national issue. As a nation, we have never been good at discussing grief and death. With the pandemic leaving thousands of people bereaved, there was an urgent need for support. We worked with Sue Ryder to transform this national grief into a timely and hopeful conversation. The campaign has engaged over 200,000 people, providing the nation with vital tools and advice to better support their grieving friends & loved ones. And we’re not stopping there. The success of the campaign has indicated a greater need, so we have developed an ambitious three-year growth plan with Sue Ryder to support as many people as possible.