John Adams

Funeral Director | Funeral Industry Advisor to Child Bereavement UK | Past President, National Association of Funeral Directors

When I began this campaign, I was simply a son who’d lost his mum too young, and a father determined to ensure his own children would grow up in a world that talks openly about grief, not hides from it.

In 2022, when I launched a parliamentary petition calling for bereavement education to be included in the national curriculum, I could never have imagined the journey that would follow. From that moment to the debate in Parliament in December 2024, and finally to the Government’s announcement on 15th July 2025, confirming that children in both primary and secondary schools will now learn about death, dying and bereavement, this has been a milestone not just for education, but for society.

For me, this work is, and always will be, a tribute to my late mother, Maria. I was twelve years old when she died. My father spoke openly about our grief at home, but at school, there was silence. That silence shaped me. It showed me the pain of unspoken loss, and it became the reason I’ve spent my life trying to make sure no child feels that same isolation.

What began as a personal mission has become a collective movement. Through my role with the National Association of Funeral Directors, I’ve seen our profession unite behind this cause and mission. The NAFD has become part of who I am, a family of colleagues who believe that service extends far beyond the funeral itself; it’s about helping shape a society that understands what it means to live, to lose, and to care.

I am deeply grateful for the support of Central Co-op, whose belief in this campaign and commitment to compassion have been constant and invaluable. Their decision to stand shoulder to shoulder with me and my family reflects what true partnership looks like, collaboration not for recognition, but for impact. Together, we’ve shown that change happens when service providers act with true heart and together.

Equally, my ongoing relationship with Child Bereavement UK, where I serve as Funeral Industry Advisor, has been vital in shaping both the message and the mission. Their expertise and empathy continue to remind me that grief is not a weakness to be fixed, but a human experience to be understood.

This is not just about helping children who experience a loss, it’s about helping society confront the only guarantee in life. By teaching grief literacy in our schools, we are teaching compassion, resilience, and humanity. We are equipping young people with the understanding that death is not the end of a story, but part of the shared story of us all.

If there’s one lesson I’ve learned throughout this journey, it’s that when you lead with heart, and when people come together with a shared purpose, any goal is possible. This campaign has shown that change is not born in policy rooms alone, it begins in conversations, in classrooms, and in the courage to care.

My hope is that this white paper inspires others to continue that conversation, so that no child, teacher, or community ever faces grief in silence again.