Recently, Rehan Choudhry, Chptr's Founder and CEO, shared the story behind #TheFirstCall, the campaign that turned the billboards of Times Square into a 15-minute public tribute to funeral directors and deathcare professionals from across the country.
The piece reflects on the origins of Chptr during the pandemic, the growing need for greater public awareness around funeral service, and the unexpected series of events that led to one of the largest public celebrations of funeral professionals in recent memory.
Read the full story here: https://www.funeralvision.com/the-story-behind-the-night-funeral-directors-took-over-times-square/
According to Choudhry, the inspiration behind #TheFirstCall came from witnessing the tireless work funeral professionals performed throughout the pandemic, often without public recognition or acknowledgment.
While healthcare workers are publicly celebrated across New York City, funeral directors are quietly working around the clock helping families navigate unimaginable loss. The campaign was designed to shine a light on the critical role death care professionals play within their communities.
The article also shares how Chptr originated during the early days of COVID-19 after Choudhry transitioned away from a career in live entertainment.
Inspired by his wife’s work as a CBS news anchor, the original idea behind Chptr was to bring memorial stories and obituary content to local television in a timely and community-focused way.
That mission eventually expanded into broader efforts focused on visibility, communication, and public awareness for funeral homes and deathcare professionals.
One of the most surprising parts of the story is how quickly the campaign was assembled.
What would normally take a year or more to organize was completed in less than three weeks. After securing the opportunity to take over the billboards surrounding 2 Times Square, the Chptr team worked alongside partners from Homesteaders Life Company, Tribute Technology, and the National Funeral Directors Association to coordinate participation from funeral professionals across the country.
Initially, the team expected the event might draw around 30 attendees.
Instead, more than 155 people gathered in Times Square to support the initiative, while more than 18,000 viewers tuned in via livestream. Funeral directors, friends, families, and supporters traveled from across the country to participate.
According to the article, the crowd reacted emotionally as funeral professionals appeared across five massive screens throughout Times Square.
Beyond the event itself, the article highlights a broader industry conversation around visibility and public understanding of funeral service.
As media habits continue evolving, television, streaming platforms, and digital channels are creating new ways for funeral homes to connect with local communities and share important information.
The story positions #TheFirstCall not simply as a campaign, but as part of a larger effort to recognize funeral professionals and reinforce the essential role they play during life’s most difficult moments.
The story behind #TheFirstCall highlights how much public appreciation exists for funeral professionals when their work is made visible.
For generations, funeral directors have served families quietly behind the scenes, often without recognition despite the profound role they play within their communities. Campaigns like #TheFirstCall reflect growing efforts across the profession to increase awareness, strengthen community connection, and modernize how funeral service is represented in public spaces and media.
Looking ahead, this initiative is only the beginning of a broader effort to continue elevating funeral professionals and supporting how funeral homes communicate with the communities they serve.