Lottie Tomlinson has bravely opened up about the devastating impact of losing two close family members and is now campaigning to encourage people to talk more openly about death. The 27-year-old influencer and entrepreneur lost her mother, Johannah Deakin, to leukaemia in 2016, and her younger sister, Fizz, to an accidental overdose three years later.
Personal Tragedy Leads to Advocacy
Her own experiences have led her to become an ambassador for Sue Ryder, a charity that provides palliative care and bereavement support. Lottie, who is the half-sister of One Direction star Louis Tomlinson, is urging others to have difficult conversations about end-of-life wishes before it is too late.
Speaking about her mother's illness, Lottie said: 'My mum got ill unexpectedly, and she never wanted to approach the subject that she wasn't going to make it. There were a lot of unanswered questions after she died that we didn't know. You're already dealing with so much, and not knowing what your loved one would have wanted at the end of their life only adds to that weight.'
She added: 'Having those conversations might feel uncomfortable, but they can make such a difference – giving the people you love reassurance, clarity, and a sense of closeness when it matters most.'
The Cab Fare-well Campaign
Sue Ryder has launched The Cab Fare-well campaign, offering free taxi rides in London and Manchester this week. The unique twist is that passengers are encouraged to pay their 'fare' by having an open conversation about their end-of-life wishes. The taxi drivers have been specially trained by Sue Ryder's experts and palliative care nurses to guide these discussions.
Lottie expressed her support for the initiative: 'I love what Sue Ryder is doing with its The Cab Fare-well campaign, and I hope the service helps people consider why it is important to have these conversations – I know it has for me.'
The campaign was launched after research revealed that death remains a taboo subject, with 47% of people saying they would rather discuss it with barbers, cab drivers, or personal trainers than with their own family. Many find it easier to speak to someone who is not directly affected (27%), and emotional distance helps them be more honest (24%).
A Lasting Act of Love
James Sanderson, chief executive of Sue Ryder, emphasized the importance of these conversations: 'Talking to your loved ones about what matters most to you before you die isn't morbid, it's a lasting act of love that brings comfort to everyone when the time comes. The small, everyday details that make you who you are, like your taste in music or clothing, cultural practices, or whether you want your pets with you until the end, become so important in ensuring you have the best possible quality of life.'
He added: 'The Cab Fare-well exists to break that silence and help people feel more confident starting the conversation. It's never too early to have the conversation.'
For more information on how to speak to loved ones about end-of-life wishes, download the charity's Your Death Deserves Better guide.
