Co-op instals 11-foot elephant statue to promote conversations about death

Co-op Funeralcare has placed an ‘elephant in a room’ installation in London this week, to get the nation talking about death, after preliminary research found that 32 million Brits (58%) consider it a difficult topic to talk about.

Standing over 11-feet tall in front of Tower Bridge, the elephant sitting in a living room aims to encourage people to start the conversation about funerals and take part in the biggest ever survey into death, dying and bereavement.

Partnering with the UK’s leading bereavement charity, Cruse Bereavement Support, the survey will look to gather opinions from consumers, funeral directors, Co-op members and colleagues – asking them to give their views on death, bereavement and funeral wishes to uncover what stops us from talking about these important topics, five years since the survey’s inception in 2018.

Although 30 million UK adults (54%) have experienced the loss of a loved one in the last five years, death remains a topic that many (27%) would rather not talk about, ahead of money trouble (25%), religion (17%) and politics (13%).

The research also found that a combined two thirds of respondents avoided the topic altogether, as they didn’t want to think about the death of their loved ones (32%) or upset others with the subject (32%).

However, over half (56%) say having more open conversations about death and dying would make them more open to discussing their funeral wishes with a loved one.

As part of the initiative, Co-op Funeralcare also teamed up with Kelsey Parker, a campaigner and wife of the late popstar Tom Parker.

Gill Stewart, managing director at Co-op Funeralcare, said: “Taking that step and talking to loved ones about death is one of the hardest conversations people have to have, but it’s a topic that so greatly needs normalising. If the time comes and no plans have been put in place a lot of decisions are left for your loved ones – and that can add a daunting element to an already difficult time.

“It’s not every day you see an elephant in the middle of London – let alone one this big – but we wanted to do something memorable to create a buzz and invite people to take the survey to get the discussion started.”

Lucy Harmer, chief executive at Cruse Bereavement Support, added: “This research from our partners at Co-op highlights the need for accessible information and support for people struggling with their grief.

“Over half of the UK say they feel that death and bereavement is the ultimate ‘elephant in the room’, yet the same number feel it needs to be talked about openly. This shows just how crucial it is that organisations like Cruse and Co-op continue to support communities to have conversations around grief, death and dying.”

She concluded: “We know just how important talking can be when it comes to a person’s grief journey and this installation from Co-op Funeralcare will hopefully spur on even more conversations and allow people to feel heard when they are struggling.”