We created the “First Aid Kit For Sorrow” – a tool for everyone who wants to become better at helping those who mourn. The tool consists of concrete tips and knowledge put together in close collaboration with priests and other experts in counselling within the church. It’s made available for everyone digitally and can also be ordered for free in a printed version from the church’s website.

The kit is a playful further development of the classic box of plasters and bandages often referred to as a First Aid kit. The idea is to make it as obvious to help those who mourn as it is to help someone who is bleeding, by raising awareness of the issue and spreading the church’s knowledge.

The First Aid-Kit For Sorrow was released by All Saint’s Day. The release was divided into different stages with different purposes.

Stage one was to conduct a nation-wide survey on Swedes attitudes and knowledge when it comes to sorrow and supporting those who mourn. The results were released to media in order to raise awareness and a feeling of topicality before the launch.

Stage two was to launch our kit nationwide through an massive PR-plan. Exclusive deals with important media where followed with a broad implementation building up to the peak that was reached by All Saint’s Day when almost every other Swede visited a cemetery.

Our kit was also sent out to over 2000 companies, organizations and municipalities in order to give them the tools and knowledge needed to help colleagues in sorrow. Together with companies such as Microsoft Sweden we managed to generate PR from a new workplace-angle.

The First Aid Kit for Sorrow was made with a minimal media budget (125 00 SEK/12 000 €) but the project got great attention, generating 188 publications in Sweden, with a gross reach of 77 204 993. The target of 42 000 000 was exceeded by 220% and resulted in a PR value of 134 336 688 SEK/ 13 000 000 €).