Netflix teams with CALM to promote After Life series with ‘Benches of Hope’

After Life Benches

UK indie agency made by blah has launched a campaign to promote the third and final season of After Life, which launched on Netflix on 14 January. 

The campaign takes a pivotal and recurring scene from all three series – the park bench – and translates it into real life by installing 25 permanent benches in key locations around the UK.

After Life

Netflix asked made by blah to create something memorable and special that drives positive conversation about the show and its portrayal of grief. 

after life

Benches play an integral part of some of the most memorable moments in After Life, as well as serving as important places for reflection and remembrance in our day-to-day life.

Made by blah has created the benches in partnership with suicide prevention charity Campaign Against Living Miserably (CALM). 

Those who visit a bench will be able to access resources from CALM via a unique QR code with the wording “Life can be tough, but there’s always hope. Campaign Against Living Miserably (CALM) is by your side.” 

The resources are also available online at a dedicated site.

Each of made by blah’s Benches of Hope is inscribed with a simple but significant quote from the show, “Hope is Everything”, inviting people to take a moment to think or connect with someone else around them. 

A plaque on the bench reads: “This bench is donated by Netflix to commemorate Ricky Gervais’ ‘After Life’.”

The benches can be found from 14 January 2022 right across the UK in locations including Bath, Birmingham, Glasgow, Liverpool, Taunton and Surrey Heath.

Oli Cole from made by blah, said: “Instead of doing an ad, we wanted to build a lasting and authentic legacy for After Life. 

“Our ambition is to get the nation to talk about the theme of hope by creating inviting places where people can connect with others.”

after life 2

Simon Gunning, CEO, CALM said: “Park benches provide opportunities to reflect, talk to someone, sit shoulder to shoulder with someone and get things off your chest. 

“That is why we’re delighted to team up with Netflix to put benches in parks across the country – inscribed with that crucial line from the show, “Hope is everything” – to help people have those conversations and to show it’s normal to have those feelings.”

Ricky Gervais said: “We hope the benches will create a lasting legacy for After Life, as well as become a place for people to visit, and we are thrilled to be associated with CALM and the great work they do.”