Plan it Day, the precursor to the Drum’s Do It Day where brands will aim to change the world during a day-long event, took place yesterday with 10 brands, including Trinity Mirror Solutions, setting challenges to the Marketing industry to answer
Yesterday, in the heart of Shoreditch, Trinity Mirror Solutions took part in The Drum’s Plan it Day. A ‘marketing hack’ day where high profile brands, including Trinity Mirror, set challenges to the creative community to consider and devise solutions to some of the biggest issues facing businesses, communities and the world at large.
Trinity Mirror Solutions’ brief was for delegates to ‘Take the taboo out of death so that people can start planning for it’.
Zoe Harris, our Group Marketing Director, who briefed challenge delegates in the morning along with Mark Field, spoke to them about the purpose of our challenge “is to find new ways to really make people not just think about [death], but think about it and do something,” said Harris. Facing up to the inevitable is not something any of us relish or like to talk about. And that’s a problem for Modal Britain. Because by not acknowledging and preparing for the inevitable, we risk burdening those we leave behind with even greater heartache. We see this burden and heartache play out with our audiences, with issues around wills and life insurance being a recurring topic of The Daily Mirror’s editorial coverage.
Our challenge delegates then spend most of the day devising a plan for how best to tackle the Taboo and bring it to life on Do It Day using the scale and power of Trinity Mirror Solutions national and regional newsbrands. Sam Cope, our editoral creative Director in Invention, Niamh Garvey as our Modal Britian champion and our guests from Death Café and Co Operative Funeral Care were on hand all day to lend their expertise.
At the end of play, each team then had 3 minutes to pitch their plan to our judges Zoe, Mark and Executive Editor of the Mirror Gary Jones.
The winning idea, announced on stage by Gary, drew on the idea of a turning death into a moment of affection via a ‘social contract’ akin to asking someone to be a bridesmaid or godparent. The campaign idea looks to encourage people to choose someone in their lives to adopt the role of guardian angel (a working title) to start a new conversation around death.
Well done to our winners and thank you to all of those who gave their time to supporting our challenge. Now the fun starts with planning in full force to bring our idea to life for Do it Day on 2nd November 2015.
To read more about our challenge and the coverage from the day go to: