The story behind the billboards

30th September 2021

Dundee-based funeral directors Affertons Funeral Care have launched a new outdoor campaign to push their message that it’s time for people to talk more openly about death and consider a variety of funeral options for themselves and their loved ones. The campaign is set be a first of its kind in Scotland and looks to set a new precedent for the industry.

As part of its mission to make death, dying and funeral needs part of everyday conversation, Affertons has relaunched its website with a blog section that will act as a forum for discussion. “We want to highlight the options now available for funerals, as well as give advice to people working through the death and funeral arrangements of a loved one. It’s a trying and stressful time but people need to know that part of a funeral director’s job is to help them navigate all of it,” says Paul Craigie from Affertons.

Appointed marketing agency, DLR Media has launched the Campaign with multiple outdoor billboards and multi channel advertising throughout Dundee. The agency’s campaign highlights four quirky characters – including a man in a gold tuxedo and top hat, and a woman dancing with headphones on – with the message ‘Saying Goodbye, Your Way’.

Daniel Rosie, Managing Director of Dundee-based DLR Media said: “The advertising campaign deliberately packs a punch. We carefully chose four characters who showed real flare and personality. The aim is to get people talking and asking questions. We think the main characters will attract just the right attention. They go against people’s traditional concepts of funerals and memorials, but send a clear message: ‘Everyone is unique, so why isn’t their funeral?”

Paul Craigie of Affertons said: “We are all really excited about the new location which gives us the opportunity to relaunch and refresh the brand. The campaign created by DLR Media is different to anything we have done before and we believe is unique to any other funeral directors in Scotland.”

Launched in 2013, Affertons Funeral Care has always been renowned for its personalised service, and for offering affordable funerals which address one of the city’s biggest issues: funeral poverty. Affertons’ new premises at 207 Strathmartine Road are a long time coming. The company’s former home on Dundee’s Clepington Road was destroyed by fire in January 2020, and together DLR Media and Affertons are looking to re-launch bigger and better than before.