Revolutionizing Death Planning: Brokaw's Award-Winning Campaign for Lake View Cemetery

Brokaw's Groundbreaking Campaign for Lake View Cemetery

In a significant achievement for the realms of advertising and public communication, Brokaw Inc., an independent full-service agency from Cleveland, has recently secured a esteemed Gold ADDY Award from the American Advertising Federation (AAF). This honor was not just won; it was earned through creativity, innovation, and an entirely fresh perspective on a topic often regarded as taboo: death.

The Unique Inspiration Behind the Campaign

Established in 1992 and known for its innovative approach, Brokaw was tasked with promoting Lake View Cemetery—a historical landmark in Cleveland that has served the community since 1869. The cemetery, which is the final resting place of notable individuals like President James A. Garfield and industrialist John D. Rockefeller, aimed to encourage pre-planning for memorial services. However, traditional approaches to such discussions often resulted in discomfort and avoidance.

To break this barrier, Brokaw looked to the common practice of retirement planning for inspiration, crafting a groundbreaking concept termed 'Post-Post Retirement Planning.' This initiative encourages individuals to consider their long-term financial strategies even beyond their lifespan. By framing this dialogue in a relatable way, the agency opened up a channel for conversations that many would typically shy away from.

Engaging Audiences Effectively

The campaign's execution was multi-faceted, utilizing a mix of video, print, social media, and display ads. Brokaw enlisted an enthusiastic spokesperson who effectively communicated the benefits of planning for the future—even after death. Engaging video content illustrated the value of a proactive approach to memorial pre-planning, while social media posts highlighted tangible financial advantages, making the concept both practical and appealing.

Lake View Cemetery President and CEO Kathy Goss remarked on the innovative nature of the pitch, noting its ability to transform a difficult subject into an engaging discussion. She expressed pride in the results that demonstrated how well this fresh approach resonated with the audience.

The Impact of the Campaign

The results of this campaign have been far-reaching. Out of over 35,000 nationwide entries in the American Advertising Awards, only 38 Gold ADDY Awards were granted, with Brokaw's initiative featured among the most distinguished. The recognition not only signifies Brokaw's creative prowess but also shines a spotlight on the importance of discussing mortality in a more approachable manner.

Tim Brokaw, Co-CEO of Brokaw Inc., shared his thoughts on the partnership that drove this campaign to success. He emphasized the vital role played by the agency-client relationship in developing such authentic and groundbreaking work. Their collaboration has not only elevated the conversation surrounding death and memorial services but has also brought prestige back to their city, Cleveland.

Celebrating a Legacy

Lake View Cemetery is not just a place; it embodies history and community. Instituted in the 19th century, it encompasses significant features and historical markers and serves as a beloved resting place for several prominent figures in American history.

Brokaw's dedication to honoring this legacy while innovating how we approach and think about death deserves recognition. By bridging the gap between professional marketing and personal contemplation, they have made a substantial impact on how we consider our final arrangements.

Conclusion

Brokaw's ingenuity in reshaping the narrative around death through their 'Post-Post Retirement Planning' campaign exemplifies how marketing can facilitate essential conversations. As society continues to evolve, breaking the stigma surrounding death—much like they did—remains crucial. The National Gold ADDY Award honors not only award-winning creativity but also the social significance this unique campaign brought forward.

In conclusion, Brokaw Inc. has shown that even the most challenging subjects can be transformed into meaningful and engaging dialogues with the right approach, pushing us all to think about our legacies in a new light.