Monuta offers consolation with images
and one-liners

It started off quietly. On Tumblr and Facebook. Early December. As an experiment.
Tumblr posts with beautiful text appeared. Posts showed up on Facebook.

This is how ‘Sob’ began. Sob is an initiative from Monuta. A special platform # foryou. Sob offers solace. With words and images. There is only one goal: to help when you feel at your worst. Because you really miss somebody. Or because someone you love has deceased. You can share everything you read or see on Sob. If you feel like posting something, go ahead. At # Sob we’re there for each other. Because no matter how awful you feel, you're #not alone.

Organic boost

After two days four hundred mostly young people, had found Sob on Facebook. Two months later their number had already hit 2500. Pure organic growth. No ads, no SEO. Just the right tags and emotion, ensuring the pictures on the social platforms are liked and commented on, sometimes by hundreds of young people.

 The thing is, the young grieve differently than older people. That’s a key insight! People  over forty might express their grief in writing. Young people get more comfort from one-liners, short poems or gripping photography.

According to analytics, over 13,000 visitors have already discovered Sob. And Monuta. Which was the initial aim. The funeral insurer and organiser aims to be the Netherlands’ consolation expert. Older people already had on- and offline places where they could take their grief. Young people did not. Until Van Santen Network devised Sob, commissioned by Monuta, and Isabelle Donkers placed a message on the Facebook page early in February:

"Could you post more items? I really like this page and I’d be happy if you’d post more often. Thanks!"

We will, Isabelle!

Sob will keep going.

Until the very end...