At least 10,000 UK children lost a primary caregiver to the pandemic, and as the seventh Children's Grief Awareness Week arrived campaigners called for renewed focus on them. For Grief Encounter, we built a broadcast PR campaign around the relaunch of Grief Book, the charity's award-winning activity book that helps 5 to 13 year olds communicate their grief. The charity's founder, a child bereavement counsellor, went on air across a day of radio and TV interviews, explaining why bereaved children need the chance to give their grief a voice. The campaign secured 10 items of radio and TV coverage reaching 3.3 million people, including ITV News, GB News and BBC Radio Scotland.
10Items of coverage
3.3 millionCombined reach
1h 24mTime on air
Coverage highlights
ITV NewsTV
BBC Radio ScotlandBBC radio
BBC Radio LeedsBBC radio
GB NewsTV
Listen
GB News · 9m 09s
BBC Radio Leeds · 9m 31s
0:00 / 9m 31s
The story
Grief Encounter, Children's Grief Awareness Week
The aim
Grief Encounter wanted to launch the relaunched Grief Book and raise awareness of the seventh Children's Grief Awareness Week.
The message
Bereaved children need the chance to give their grief a voice. Grief Book helps 5 to 13 year olds communicate their grief and supports them on their bereavement journey.
The angle
To mark the seventh Children's Grief Awareness Week, the charity's founder released Grief Book, an award-winning activity book for bereaved children. Campaigners called for renewed focus on the at least 10,000 UK children who lost a primary caregiver to the pandemic.
On air
The charity's founder, a child bereavement counsellor
The result
10 items of coverage reaching 3.3 million, including ITV News, BBC Radio Scotland, BBC Radio Leeds, GB News.
About Children's Grief Awareness Week
Children's Grief Awareness Week is organised by the Childhood Bereavement Network with partner charities. It is a chance to show support for bereaved children and young people across the UK and to raise awareness of child bereavement. The 2026 week runs from 16 to 22 November. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Children's Grief Awareness Week for 2027?
Children's Grief Awareness Week usually runs in the third week of November. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
