Marie Curie breaks the taboo of talking about death in a clever new campaign by Saatchi & Saatchi

But now a new campaign produced by Saatchi & Saatchi London for the charity Marie Curie aims to change all that, helping us to become more comfortable talking about dying.

Called 'Whatever You Call It', the campaign features a series of animations by Moth Animation that highlight the many euphemisms (such as "pushing up daisies" and "meet your maker") people use instead of the D-word.

Matthew Reed, Chief Executive of Marie Curie said: “When we are bereaved we can experience avoidable regret, guilt, confusion, family conflict, and negative financial and legal impacts.

"While most of us say we are comfortable having these conversations, the reality is that many of us are not making any preparations as it feels a long way off or something that will cause unnecessary upset both for us and the people around us.

"But we need to plan more for the end of life, while there is still time to do so. Having these conversations early can be easier than having them when we, or someone we love, is dying."

The new campaign is underpinned by Marie Curie’s new online resource, Talkabout, which brings together a wealth of materials to help people plan for the end of life, wherever they are in the process, including free conversation starter cards, checklists and inspiring articles and engaging videos. It will also include a series of thought-provoking podcasts with well-known guests.