Co-op Funeralcare Launches Journals To Capture Life's Most Meaningful Moments

Created by VCCP, the campaign aims to make conversations about life and death easier

By Creative Salon

10 November 2026

Today, Co-op Funeralcare and creative agency of record VCCP have created a journal which captures the highlights and anecdotes of a person’s life, to help loved ones plan a personalised funeral in the future.

According to new research commissioned by Co-op Funeralcare, two-fifths (40 per cent) of UK adults wish they had asked a loved one more about their life while they had the chance. Furthermore, a third of respondents (33 per cent) wished they knew more personal stories, while 14 per cent regretted not knowing their loved one’s final funeral wishes. In response, Co-op Funeralcare's latest campaign encourages people to record the meaningful details that make an ordinary life extraordinary - encouraging individuals to take ownership of their own goodbyes and giving families a lasting way to connect with their loved ones' legacy.

The books were created after Co-op Funeralcare received such a positive response from its ‘1 Brilliant Life’ brand platform and campaign which launched last September, which told the story of character Iris’s brilliant life, and her goodbye funeral loved ones had planned to match her vibrant life. The campaign introduced the bold brand promise that ‘however you choose to say goodbye, we help you own it’: the books help bring this promise to life in an actionable way, with clients now being able to ensure their funeral plan is personalised and tailored to their own brilliant life.

The books were ideated by VCCP and aim to give Co-op Funeralcare clients the opportunity to record details of their life - from earliest memories to favourite places, favourite song lyrics to loved hand-me-down family recipes. The journals guide clients through a series of prompts and questions about their life. Each book will also help friends and families plan a more personal and unique funeral, giving clients the chance to own how they say goodbye.

The books have been designed and artworked by VCCP’s global content creation studio Girl&Bear and printed by HH Printing. The books are supported across social channels with a film delivered by VCCP Social Club which walks clients through key pages within the books.

In addition to the book, Co-op Funeralcare is launching a consumer PR campaign partnering with Lili Myers, coach, author and widow of the late Hairy Biker Dave Myers, to encourage people to make time to have conversations with loved ones about memories, achievements and the life they’ve lived, as well as their funeral wishes.

Ayshea Elliott, Head of Marketing at Co-op said: "This campaign is all about helping to showcase that choice is at the heart of every funeral. ‘However you choose to say goodbye, we help you own it’ reflects Co-op Funeralcare’s commitment to ensuring that every funeral wish is fulfilled, whether it’s a more traditional service or a more personalised celebration of life, whilst also providing bereaved families with the support they need.”

Rachel Morris, Creative Director at VCCP added: “No-one probably knows that I’d love to have a woodland burial. And if there can be disco balls, wonderful. And a DJ playing my favourite songs, what a way to go. Oh, and dress up please. People find it hard to talk about funeral wishes, so to help them we’ve created a book that prompts them to write it all down so it gets passed on, meaning they get a send off that’s uniquely them and they get to own the way they say goodbye. Pretty special really.”

With 10,000 books available nationwide, anyone who has bought a funeral plan with Co-op Funeralcare can collect the books free of charge from a local branch, from 6th November while stocks last.