Bereaved Families of Ontario normalizes men's grief in emotional PSA

The spot, created by Someplace Nice, tells viewers 'it's OK to cry.'

Grief can be complicated, filled with confusing emotions and lonely moments. 

Bereaved Families of Ontario wanted to erase the stigma around grief —  especially for men, who face pressure from society to not show their emotions.

In the spot "It’s Normal," a young man is grieving the death of his partner. He faces an array of emotions like breaking down while washing dishes and screaming in his car. But he also experiences moments of joy like when he courageously goes out to spend time with friends. 

The PSA ends with the man going to a support group, where he’s told "it’s OK to cry."