The Endfluencers'

Client: Marie Curie

The Superdrug and Marie Curie ‘Endfluencers’ campaign was a high impact PR moment aiming to champion the voices of young people living with a terminal diagnosis. Centred around a powerful short film, the campaign followed three content creators, Abi Feltham, Jazz Turner and Iain Ward, with a combined following of 8.6 million.

Through lived experiences, the film opened up conversations about death and dying for a younger audience often excluded from such conversations. Rooted in both organisations’ missions, the campaign aligned Marie Curie’s commitment to improving end of life care with Superdrug’s purpose-driven “Doing Good Feels Super” strategy. It used familiar voices to make challenging topics relatable, authentic and accessible to Superdrug’s young customer base.

Delivered collaboratively by Marie Curie, Superdrug and The Academy, the project combined expert storytelling, sensitive talent management and creator-led social content. Despite the emotional complexity of working with influencers living with terminal illness, the campaign maintained exceptional care, flexibility and respect throughout production.

The results exceeded all expectations with 38 media hits, over 523,000 social impressions and one of Marie Curie’s highest performing organic videos ever. The campaign successfully broke taboos, sparked national conversation and demonstrated the power of authentic storytelling to drive social change.