“BECAUSE GRIEF” COMMERCIAL
OBJECTIVE
Raise awareness for Children’s Grief Awareness Day and provide grieving children and families with a sense of connection and support.
INSIGHT
Families need accessible, emotionally resonant storytelling that validates their grief and shows they are not alone.
ACTION
• Developed and produced the 2022 PRSA Renaissance Award-winning “Because Grief” commercial.
• Collaborated with creative, production, and content teams to craft an authentic, emotionally-driven narrative.
• Distributed content across multi-channel platforms to maximize awareness and engagement.
RESULTS/METRICS
📈 Expanded brand visibility and reinforced Children’s Grief Awareness Day as a trusted resource for grieving families.
🏆 Earned 2022 PRSA Renaissance Award recognition for creative excellence.
IMPACT
• Strengthened Highmark Caring Place’s ability to reach and connect with families navigating grief.
• Leveraged storytelling to foster empathy, awareness, and national recognition for children’s grief support.