Words can convey many thoughts and feelings but they are nearly always lacking when it comes to talking about loss, when it comes to unpacking the grief that is so unique to each individual. And it’s grief that has been a pervasive, almost universal feeling over the last year as the coronavirus pandemic continued.

Instead of words, Marie Curie has chosen to mark people’s loss with the things they leave behind in a powerful slot from Saatchi & Saatchi. The charity wants to launch a National Day of Reflection on 23rd March, the year anniversary of the first lockdown, to remember the lives that have been lost to the ongoing crisis.

Set to the Ed Sheeran track Supermarket Flowers written for his late grandmother, the TV ad conveys the characters behind the people, reminding us that every name belongs to someone who matters to someone else. Whose empty chair, keyboard or tiny ring leaves a devastating reminder of a life cut short.

Marie Curie alongside 70 supporting organisations are asking the nation to take a “minute to reflect and a moment to connect”, to remember, grieve for and celebrate the life of anyone who has died during the last year and to show solidarity for the millions of people who have been bereaved.  

“We want the nation to take a moment in time to reflect on the overwhelming loss of life we’ve faced and to reach out and connect with someone who is grieving, either by having a chat, sending a card, a message or spring flowers”, said Marie Curie Director of Communications, Marketing and Digital, Esther Jackson.   

While devastating in its reminder of each absence, the campaign is a powerful reminder to all who are grieving that while their experience may be unique, they are not alone within it. Everyone’s story deserves to be told and Marie Curie’s campaign captures each one beautifully.