A new campaign for Marie Curie, the U.K. end-of-life charity, aims to encourage British people to discuss the subject of death by humorously illustrating some of the popular euphemisms for the subject.

Phrases such as "pop you clogs," "go belly up" and "meet your maker" are portrayed in light-hearted animated form in the spot, which was created by Saatchi & Saatchi London. Produced by Moth Animation, the little vignettes are cute yet also make a serious point—which is that "we should all talk about it."

“When we are bereaved we can experience avoidable regret, guilt, confusion, family conflict, and negative financial and legal impacts," said Matthew Reed, Chief Executive of Marie Curie in a statement. "While most of us say we are comfortable having these conversations, the reality is that many of us are not making any preparations as it feels a long way off or something that will cause unnecessary upset both for us and the people around us."

“As a culture, we avoid talking about death so much that we invent really creative euphemisms to avoid saying the D-word," added Dan Treichel, executive creative director at Saatchi & Saatchi London. "This seemingly endless list felt like a really interesting way to get people talking and planning for when they ‘meet their maker.’”

The campaign also promotes Marie Curie’s new online resource, Talkabout, which offers people materials to help people plan for the end of life.