FSF Youth & Funerals Brochure

The Client

The Funeral Service Foundation is the philanthropic extension of the National Funeral Directors Association. As the charitable arm of the NFDA, the Foundation supports funeral service in building meaningful relationships with families and the communities they serve. Their goal is to improve end-of-life experience for families and their loved ones through education, meaningful programs, and scholarship opportunities.

Communicatorawards_Icon 2019 Silver Award of distinction, nonprofit brochure, the communicator awards


The Request

The Foundation came to us with a unique, challenging, and very important initiative to develop a brochure for funeral professionals to provide to families of youth affected by the passing of a loved one. The content was created in collaboration with funeral service professionals and grief and bereavement experts committed to helping families and caregivers understand the role funerals and memorialization play in the lives of youth. The final brochure assists the funeral professional’s role along with hospitals, hospice, schools, churches, grief centers, and civic organizations in building resilient children.

The Strategy

Our creative team chose photos and a layout that emphasized key components of the copy to make the brochure easier to take in given the sensitivity of both the material and the difficult time it is presented. We used a mixture of comforting colors, icons, and images, to encourage use of the brochure by families enduring through the passing of a loved one. The inviting aesthetics of the artwork and layout were carefully and thoughtfully crafted to help encourage families to speak with their children about the passing of a loved one in a non-threatening manner to help break down the barriers for families who were resistant in involving children during these important life moments.


The Outcome

The final product was a beautiful, functional, and educational brochure that is in use across the country and the globe today. With over 50,000 booklets in print, the brochure has reached 47 states and 15 countries to help funeral professionals guide families and children through grief. We also created an online ebook version that has had over 256,000 views since its release, averaging around 3,000 views per week.*

*Stats from 1/5/2020