A striking new city-wide campaign by Dundee firm Affertons Funeral Care captures the public’s rapidly changing attitudes towards death and dying.

Affertons, a popular and affordable choice for funerals in Dundee, hit the headlines last year after four quirky characters appeared on city billboards encouraging people to ‘Say Goodbye Your Way’.

Now the funeral firm is back with four more characters, each with their own distinctive look and appeal. The four will appear on billboards, bus rears and on social media in a campaign run by Fife-based agency SBP Creative.

The message, says Paul Craigie, Funeral Director at Affertons, is still as pertinent. “Everyone is different, so why isn’t their funeral?” says Paul. “More and more we’re seeing people ask for something special and individual for themselves and their loved ones. That could take the form of wearing a loved one’s favourite bright colour, to eco-friendly caskets and coffins. Death and dying is no longer about wearing black and mourning – it’s about honouring someone in a special way and celebrating their life.”

He added: “We encourage people to sit down and talk about their loved one’s life and think deeply about how to honour them. At Affertons our staff are trained to listen as much as offer advice. That’s a huge part of the funeral director’s job.”

Among the characters leading the campaign are a tartan-clad elderly gentleman, a young woman sporting tattoos, a woman reading a book, and a man in colourful clothes looking like he’s ready for a celebration. “They sum up how people choose to remember and celebrate their loved ones in all sorts of different ways,” said Paul, who added that the Affertons team would love the public’s help in trying to name the characters.

Paul said that, while Affertons has been providing personalised funeral services for a number of years, there has been “a major shift” among the public’s attitude, particularly since the COVID pandemic started.

“Death and dying are much more openly discussed, among ourselves and in the media and entertainment. There’s a major shift in attitudes and Affertons is adapting to that.”

Affertons also plans to have a presence at outdoor events and venues.

For more information about Affertons visit www.affertons.co.uk

ENDS

For media enquiries please contact media@affertons.co.uk or Gillian Drummond on 07365 284994

About Affertons Funeral Care

Established in August 2013, Affertons immediately made its mark in funeral care by setting lower-than-average rates and a highly personalised service. In doing so it has addressed one of Dundee’s biggest social issues – funeral poverty. The firm moved into state-of-the-art premises on Strathmartine Road, Dundee in 2021.