Telecom advertises new feature of saving loved ones’ voicemails after they’ve gone

‘Missed Calls’ from Sweden’s Telenor helps mourners hold on to memories through voice recordings

Published On
May 24, 2024

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Losing a loved one is hard—a wound that never fully heals, a grief that strikes in waves. Memories come flooding back with a specific smell, the taste of a food they liked or a sound, like their voice on a voicemail. Sometimes, people intentionally seek those things out to remember them. 

That’s why, inspired by studies that show listening to voicemails can help people process grief, Swedish telecommunications company Telenor and agency Nord DDB created a service that lets people download and save beloved voicemails forever. 


“Missed Calls” allows mourners to enter their phone number and pull up voice messages they want to save. At launch, an emotive campaign video (above) captures how it helps one young man process the loss of his mother, as he plays her voicemail asking him to buy milk during milestones of his life. 

The idea for the service emerged when Josephine Wallin Ankarstrand, a creative director at Nord DDB, lost a voice message her stepfather had recorded before he passed away.

A case study video shows that those who hold onto voicemails fear forgetting what their loved one sounded like and use those messages to feel their loved ones close. 


“Maintaining a bond with a person who has passed away is an important part of the grieving process. A common worry among loved ones can be forgetting the person’s voice, and a saved voice message can then be a way to maintain this bond, which in turn can have a positive impact on the processing of grief,” said Josefin Sveen, professor in clinical psychology who has researched grief and developed an app for parents in grief.


The work is both an emotional and impactful solution to a universal problem: missing a loved one. It resolves the need for those who have suffered a loss to keep old phones just so they don’t lose their messages. It also creates an opportunity for those facing loss to revisit old memories and begin to heal.

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