Bunches on choosing flowers for someone who is grieving

The brief

Bunches wanted to help people pick flowers with real meaning when someone they know has been bereaved.

The angle

We built the story around the long human habit of turning to flowers when someone dies. It covered what different blooms stand for, how colour can affect mood and research linking flowers to lower stress. Grief is hard to talk about on air, so a calm, practical angle gives presenters a respectful way in.

On air

Bunches put forward the director who leads its customer experience.

The result

The campaign delivered 12 items and 1 hour 37 minutes on air, reaching 2.2 million. BBC Radio WM, BBC Radio Nottingham, BBC Radio Leicester and BBC Radio Coventry and Warwickshire all featured it.

Coverage highlights

• BBC Radio WMBBC radio
• BBC Radio NottinghamBBC radio
• BBC Radio LeicesterBBC radio
• BBC Radio Coventry and WarwickshireBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report.