Dear colleagues and partners,
The Nova Scotia Hospice Palliative Care Association is pleased to announce the launch of our new Grief is Normal video campaign.
The campaign was developed in response to a consistent message from grief professionals and from people with lived experience: most grief is not visible. People carry it quietly while continuing to work, parent, socialize, and move through ordinary routines. That insight shaped the entire communications direction of the campaign.
In developing the 35-second video, we made an intentional decision to avoid traditional images of grief — crying, distress, or dramatic emotional expression. These images are familiar, but they do not reflect the way most people actually experience grief day to day. Instead, the video shows ordinary, recognizable routines: walking, pausing alone, or moving through simple tasks. These scenes demonstrate how grief exists in the background of daily life, often unnoticed by others.
The video begins with the word “Grief” in the foreground, slowly being pushed out of the frame as these everyday scenes appear. This slow reveal was purposeful. It represents how grief becomes less visible to the outside world as individuals return to daily responsibilities, even though their grief remains present. The transition reinforces a central truth: people continue with their day, but their grief does not disappear simply because it is not outwardly expressed.
This leads directly to our core message:
“Good days. Bad days. Grief is normal.”
The line acknowledges the natural fluctuation of grief and validates experiences that may not be outwardly obvious.
To ensure the message reaches a broad audience, the campaign is running across Facebook, Instagram, YouTube, TikTok, LinkedIn, and Snapchat. These platforms were selected for their reach across multiple age groups and their ability to deliver short, impactful content effectively.
A message from Tim Guest, Executive Director, NSHPCA:
“Grief affects every community in Nova Scotia, yet we often fail to recognize it in the people around us. This campaign is a reminder that grief is a natural part of being human. By acknowledging it, making space for it, and supporting each other through it, we help create a more compassionate and resilient province.”
We invite you to take a moment to watch and share the video within your networks.
Learn more about NSHPCA’s grief and bereavement initiatives: nshpca.ca/griefisnormal
Thank you for your ongoing support in helping build a more grief-literate and compassionate Nova Scotia. If you have any questions or wish to collaborate in sharing this campaign, please feel free to reach out.
Warm regards,
Tim Guest, Executive Director, NSHPCA
