The Art of Saying Goodbye Ad Campaign

Toronto, January 1, 2013 - Mount Pleasant Group launches its newest advertising support campaign prompting people to think about how they want to be remembered.

The campaign was developed to help people ease into the thought process of pre-planning their final arrangements.  Answering the question 'Have you thought about planning your funeral?' can be a bit jarring.  But answering 'How would you like to be remembered?' is far more approachable.  The Art of Saying Goodbye profiles four individuals describing in their own words the legacy they wish to leave behind in three short documentary films.  Real people telling us their real stories and showing us that it really isn't that difficult to start down the path of pre-planning.  It can be as easy as thinking about how you want to be remembered. 

At the campaign's core is a dedicated web site where visitors can watch the films, answer 6 simple interactive questions which gently starts them thinking about their own funeral and cemetery considerations and share their thinking with friends and family members through a Facebook link.  The site concludes with a section where visitors can learn more about pre-planning with Mount Pleasant Group of Cemeteries or The Simple Alternative Funeral Centres, request information and ask to have a representative contact them if they desire.  Individuals are informed of the dedicated web site through a variety of media vehicles such as local community newspaper advertisements, online digital banner ads on a number of web sites including the Globe and Mail, Toronto Life,, and others.  In a unique initiative for a cemetery and funeral organization, the campaign is also being promoted at select Cineplex Odeon theatres throughout the GTA with a 60 second pre-show trailer and large movie posters identify the campaign web site address.

The nature of this campaign is very different for the industry, so much so, the Globe and Mail chose to write about it on January 18th, 2013.  A copy of the article can be seen here.