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London’s Giant Elephant Campaign

A Giant Elephant Has Appeared In Tower Bridge To Get The Nation Talking About Death

Discover why millions of Brits avoid discussing death and how Co-op Funeralcare and Cruse Bereavement Support aim to change that. Explore the impact of avoiding this topic and why open conversations are crucial.

Something extraordinary recently unfolded in a bustling metropolis like London, where iconic landmarks like Tower Bridge dominate the skyline. An “elephant in the room” made its grand entrance, not as a figurative expression, but as a literal spectacle. This symbolic elephant represents a pressing issue—the avoidance of discussions about death, which many find discomforting and challenging to confront. As the dust settles around this colossal metaphorical creature, it prompts us to ask why death, one of life’s certainties, remains one of the most formidable conversational taboos.

Unveiling the Elephant

Death, the Unwanted Conversation

For many, discussing death ranks among the most unwelcome conversations. Preliminary research conducted by Co-op Funeralcare and Cruse Bereavement Support has unveiled a startling reality: 32 million Brits are reluctant to broach this subject. But why is discussing death such a challenging endeavor?

A Vital Campaign Takes Shape

Enter Co-op Funeralcare and Cruse Bereavement Support, two influential entities joining forces to confront this enigma head-on. Their ambitious campaign revolves around understanding the barriers that inhibit conversations about death and aims to encourage participation in a groundbreaking survey on death, dying, and bereavement.

Tower Bridge’s Unlikely Companion

The campaign’s central visual—a massive elephant positioned in a room with London’s iconic Tower Bridge as its backdrop—is not merely a spectacle but a symbol of hope. It seeks to catalyze dialogue around death and transform this elephant in the room into an open, honest, and constructive conversation.

The Reluctance to Discuss Death

A Broader Perspective

To grasp the significance of this campaign, we must first understand the scope of the issue. The reluctance to discuss death prevails even though, in the last five years, 30 million UK adults (54%) have experienced the loss of a loved one.

Death vs. Other Taboos

Interestingly, death surpasses other contentious topics like money trouble (25%), religion (17%), and politics (13%) in the list of conversation no-gos. What compels people to avoid this subject, even more than politically charged topics?

Averting the Unthinkable

Perturbingly, two-thirds of those surveyed chose to avoid the topic entirely. They find the prospect of contemplating the death of their loved ones or unsettling others with this subject unbearable.

The Openness Paradigm

Surprisingly, despite the hesitancy to discuss death, over half (56%) of respondents believe that open conversations about death and dying would make them more willing to discuss their funeral wishes with loved ones.

London's Giant Elephant Campaign

Insights from the Experts

Gill Stewart’s Perspective

Gill Stewart, Managing Director at Co-op Funeralcare, shares her invaluable insights. She recognizes that initiating discussions about death represents one of life’s most challenging conversations. However, she firmly asserts that it’s a topic that desperately needs normalizing.

Encouraging Dialogue

Gill highlights the consequences of not addressing this issue, emphasizing how unpreparedness can burden loved ones during an already trying time.

The Elephant’s Roar

In Gill’s words, “It’s not every day you see an elephant in the middle of London—let alone one this big. But we wanted to do something memorable to create a buzz and invite people to take the survey to start the discussion.”

Kelsey Parker’s Experience

Co-op Funeralcare partnered with Kelsey Parker, widow to The Wanted band member Tom Parker and a prominent campaigner as part of this groundbreaking initiative. Kelsey shares her personal experience and offers valuable advice.

A Personal Journey

Kelsey understands firsthand the challenges of losing a loved one and the difficulties of planning a meaningful funeral amidst grief. She emphasizes the importance of open communication.

Demystifying Funerals

Kelsey reassures that funerals need not be intimidating; they can be personal, comforting, and provide closure. However, addressing the elephant in the room—the reluctance to discuss death—is the crucial first step.

Overcoming the Silence

Encouraging Conversations

Co-op Funeralcare and Cruse Bereavement Support’s campaign is more than just a captivating spectacle; it’s a call to action. It encourages individuals to break the silence surrounding death and embrace open conversations.

Survey Participation

A cornerstone of this initiative is the largest-ever survey on death, dying, and grief. Participating in this survey allows individuals to contribute to a more informed and compassionate society.

Fostering Preparedness

By discussing death openly, people can ensure that their end-of-life wishes are known, easing the burden on loved ones when the time comes.


In the heart of London, an elephant in the room has sparked a profound conversation. Co-op Funeralcare and Cruse Bereavement Support have united to address the reluctance surrounding discussions about death, encouraging open and empathetic dialogue. As the elephant takes place amidst the iconic Tower Bridge, it symbolizes the transformative power of conversation. Let’s join this movement, break the silence, and ensure that the topic of death is no longer the elephant in the room, but a subject we can discuss openly and compassionately.

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