‘A LITTLE LESS GRIEF’

Bates Churchill has launched a campaign for eFuneralCounselors.com, an online company offering free information and advice on funeral planning.
The Houston-based agency has produced a 60-second radio commercial now airing in Tulsa, Okla., in conjunction with outdoor advertising. Austin, Texas, is a test area for the billboard ads alone.
The radio ad is halfway into a six-week run. A kindly male voice discusses the sponsor’s services, ending with the statement: “Planning a funeral shouldn’t be as painful as the funeral itself.”
The ad refers listeners to the Web site or to a toll-free number.
Five outdoor signs will appear for three months. The ads feature messages such as “Funeral arrangements with a little less grief.”
“It was one of the toughest communications solutions I have ever been faced with,” said Stephen Rogers, president of Bates Churchill. “You have to travel down a fine line of being effective in terms of results and being compassionate to the consumer.”
The client hopes to roll out the campaign nationally over the next six to eight months.
–Calvin Palmer