New research revealed a striking truth – nearly half of Brits (47%) would rather talk about dying and end-of life wishes with a stranger than a loved one. And with one in four chatting to cabbies – our campaign, the ‘The Cab Fare-well’ was born.
The limited-run initiative offered free black taxi rides in London and Manchester where the only fare was an honest conversation about end-of-life wishes. Drivers trained by Sue Ryder’s palliative care nurses gently guided passengers through what matters most to them at the end of their lives.
Created to help normalise conversations around death and make them easier to start, we gave passengers a simple, human way into this difficult topic.
Supported by ambassador Lottie Tomlinson – who has spoken publicly about her experiences with grief – the campaign aimed to show why these conversations can make a lasting difference and give people the confidence to kickstart a conversation at home.
