Marie Curie's 'Whatever You Call It' campaign

Marie Curie wants to encourage people to rethink how they talk about the topic of death so that the first time we’re not discussing it is when we actually face losing someone.

The 'Whatever You Call It' campaign uses a series of animations and graphics to highlight the light-hearted euphemisms we use to avoid the reality of the subject and break down the taboo of talking about death.

The advert was created following research by the charity which revealed a lack of preparation can leave bereaved loved ones upset and confused.