Grief is normal.
Grief is a natural, human response to loss. It’s something we all experience in different ways, and there’s no single path or timeline for healing. Through our “Grief is Normal” awareness campaign, the Nova Scotia Hospice Palliative Care Association is encouraging all Nova Scotians to recognize grief as a part of life - and to talk about it more openly.
Good days. Bad days.
Grief is normal.
Some days may feel lighter. Others may feel overwhelming. Both are normal.
This campaign reminds us that grief isn’t something to “get over.” It’s something we learn to live with – woven into our everyday routines, relationships, and sense of self.
Our goal is to help Nova Scotians understand that grief is not a sign of weakness or something to fix. It’s a reflection of love, connection, and the human experience.
Some days may feel lighter. Others may feel overwhelming. Both are normal.
Why This Campaign Matters
The “Grief is Normal” campaign was developed with input from NSHPCA staff, Nova Scotia Health grief experts, and people with lived experience. Their feedback helped us explore the complexity of grief while maintaining a sense of normalcy and hope.
Through short video and static ads appearing across Facebook, Instagram, Spotify, YouTube, Snapchat, and TikTok, the campaign shows everyday people going about their lives – walking the dog, cooking dinner, heading to work – small moments that remind us grief exists alongside life, not apart from it.
Learn, Share, Support
We invite you to share our campaign materials and access our Healing Pathways – Grieving Well Directory to learn more.
By understanding and talking about grief more openly, we can help ensure that no one feels alone in theirs.
647 Bedford Highway, Suite 101
Halifax, NS B3M 0A5
info@nshpca.ca
782-321-9181