Funeral Director's Grief Education Campaign Finally Succeeds
It’s not often that someone from a quiet town like Bridgnorth makes national impact—but that’s exactly what funeral director John Adams has done. I’m talking about a man who, through personal tragedy and determination, managed to shift the national education policy. After years of persistence, bereavement education is now set to be part of the school curriculum in England. And that’s huge.
John Adams isn’t just a funeral director—he’s also the former president of the National Association of Funeral Directors, and someone who knows firsthand how grief can affect a young person. He lost his father when he was only eight years old. That loss became the driving force behind his campaign to bring grief and bereavement into the classroom, so future generations of children can better understand and process death, loss, and the complex emotions that come with it.
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Since 2022, Adams has been advocating tirelessly. He launched a petition that gathered thousands of signatures and even led to a Commons debate in Parliament. His message was clear: grief needs to be talked about. It shouldn't be taboo. Kids shouldn't feel isolated when they're dealing with the loss of someone they love. And thanks to his efforts, the latest statutory guidance for Relationships, Sex and Health Education (RSHE) now includes bereavement education as part of the national framework.
From 2026, primary school children will be taught that grief is a natural part of life. They'll learn that everyone experiences it differently, and that it's okay to feel a wide range of emotions. In secondary school, discussions will go deeper—covering how families change through death, separation, and other life events.
Adams has said he’s “delighted” with the result—and rightly so. The work is far from over, though. As he pointed out, the next phase is just beginning. Now it’s about engaging schools, teachers, parents, and young people to ensure the subject is handled with the care, sensitivity, and clarity it deserves.
This isn’t just about ticking a curriculum box. It’s about helping a generation of young people build emotional resilience, empathy, and the language to navigate grief—whether it’s their own or someone else’s. Adams’ campaign is more than a policy win; it’s a social shift toward compassion and openness around one of life’s most difficult realities.
And honestly, we need more of that.
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