The Mount Pleasant Group of Cemeteries doesn’t want you to die. No yet anyways. They want to help people celebrate, not to mourn. With the campaign line, “The more you live, the more you leave to remember,” not-yet.ca uses light-hearted survival videos and other facts to show people how to avoid dying too soon and how they can use that extra time to preplan their final goodbye.   

The campaign was built around a series of ten humorous short videos demonstrating different survival tactics, from practical (how to save yourself from choking, how to put out a grease fire) to unusual (how to escape from an anaconda, how to survive a black bear attack). The unique animation and light-hearted tone of the videos made them extremely compelling and sharable “bites” of content. All videos were housed on the not-yet.ca microsite, which included unusual facts about deaths in Canada and a call to action to learn more about Mount Pleasant Group.

The short videos outperformed expectations. With a limited budget, this campaign drove 55,118,980 impressions, 3489,837 video views, 181,639 clicks with a 0.33% CTR and 140,017 visits to the not-yet.ca microsite.

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Funeral planning typically isn’t something people want to think or talk about. It’s an uncomfortable subject that many avoid at all costs. Our approach to reduce the fear people have about funeral pre-planning was to focus on living instead of dying.