Story launches new ‘Planned by you. Sorted for them’ campaign for Golden Charter

We’re super proud of our new broadcast and digital campaign for Golden Charter, one of the UK’s leading funeral directors.

In a world full of funeral plan ads which focus on encouraging people to make their funeral wishes known, we tapped into the insight that a key motivator for buying a funeral plan is to make sure you reduce unnecessary emotional and financial stress on your loved ones when you’re gone.

Running across the UK from October 2024 to March 2025, the ‘Planned by you. Sorted for them’ campaign highlights that, with a Golden Charter funeral plan, you’re not just taking care of your funeral – you’re taking care of your family too.

Working with the superb Greenroom Films and award-winning Director Michael J Ferns, our TV ad captures a series of heartwarming and authentic scenarios which focus on the positive things people can leave behind for their loved ones, like happy memories rather than worries, and questionable heirlooms rather than hassle.

Story also developed the radio, digital display and paid social campaign assets, as well as creating an internal launch film for Golden Charter.

Karen Kneale, Client Services Director at Story, said:

“It’s been an absolute pleasure to work on this campaign. Both Golden Charter and their marketing consultants Flourish have been a joy to work with – really collaborative and appreciative of our creative process. It was a quick turnaround campaign but a great team effort made it happen and we’re delighted to have been part of it.”

And from Heather Hughes, Head of Copy at Story:

“Working on Golden Charter has been a wonderful experience. Who knew creating a campaign for funeral plans could be so fun? We really wanted to get to the heart of why people take care of planning their funeral – to take care of their loved ones. Our authentic and engaging campaign has huge standout within the sector and takes Golden Charter in an exciting new creative direction.”