Crowdfunding to help young people talk about grief

More than 100 children lose a parent every day in the UK.

Grief counselling is expensive, and is not accessible or appealing to many young people, especially those from disadvantaged backgrounds. As a result, more young people are turning to social media to process their grief.

Apart of Me provides young people with a safe space to grieve, where they can hear from others who know how it feels and find strength and wisdom. A unique experience that talks their language, whenever they need, in a format they understand, designed specifically for them.

Using game design principles to provide a highly engaging, always-available healing space for grieving young people, it helps families talk, builds emotional resilience, and provides a safe space to store digital memories of loved ones.



Indiegogo Crowdfunding

Crowdfunding Strategy

Digital Marketing

Content creation

Making the intangible, tangible

One challenge we needed to address was that what was being offered through the crowdfunding campaign was essentially, a digital experience that could not actually be experienced without the Crowdfunding funds to enable it. The value of a digital experience, not yet realised, is a difficult concept to add fiscal value through a Crowdfund, particularly when the brand is also relatively unknown. In collaboration with the AoM team, we helped to craft a set of compelling experiences, both physical and digital, that gave weight to the reward tiers and enabled the campaign’s viability.

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BrandRefinery brought a huge amount of clarity and direction to us as we entered into a confusing field that we had no experience of. There were lots of ‘crowdfunding advisors’ that wanted to support us, but none of them came anywhere near to BrandRefinery¬† in terms of being able to distill a complex project about a sensitive subject and generate a tailored strategy for the campaign, as opposed to falling into a more formulaic approach that others were offering. Their knowledge of both crowdfunding and marketing in general is first class. I feel totally confident in recommending them to anyone considering them.

Louis Weinstock