Wrenn Funeral Home was represented on a billboard in Times Square last month as part of the #TheFirstCall campaign, a national initiative to bring public visibility and recognition to funeral directors.

Jake Smith — Wrenn’s embalmer, funeral director, and restorative artist, who is also a forensic anthropologist — was one of 143 deathcare professionals whose photo was featured on the 15-minute billboard during what was called The Times Square Takeover.

The campaign calls attention to funeral directors often being the first call a family makes during their darkest hour, yet largely working behind the scenes. More than 150 funeral directors, family members, and supporters gathered in Times Square to watch the display in person, while a livestream reached over 18,000 viewers.

Smith was accompanied by his wife, Lori, and their son. “Being recognized on a national level was surreal and humbling. I never would’ve imagined being a part of something on such a massive scale,” he said. “I’m incredibly grateful for the recognition and for the acknowledgment of our industry; however, it’s not so much about being on a marquee in Times Square, but more about what that moment represented.”

Smith as his photo displays on the billboard.

Smith said the work of funeral directors, embalmers, administrators, and removal personnel is about taking care of families — helping them carry their burden of grief, walking with them through their darkest moments, and being someone they can turn to and rely on through such a transitional time in their lives.

“It’s about being there for them when they make that first call, but also letting them know that our care, compassion, and service doesn’t stop after the funeral,” Smith said. “We are still here for them weeks and months, even years down the road while they continue to process their loss and learn to live life without their loved one. That is the focus — to help our community heal. It always has been and always will be.”

The Smiths moved to the area from the Smoky Mountains about six years ago. Jake, who studied forensic anthropology at the University of Tennessee, has been with Wrenn as a location manager for a little over a year. “This community has been so welcoming, and I am honored and grateful to be able to serve the families in the community in various capacities,” he said. “We have met some amazing people going through really hard times who will now forever be a part of us — families who become extended family.”

He noted he is part of a team that has been caring for families in the area for over a century. “That is a strong history of walking people through their grief, and I’m both excited and proud to see us growing.”

The funeral home is evolving in the services it provides, Smith said, using skills as embalmers and restorative artists to give families an opportunity to see their loved ones after disease or trauma has taken its toll. They also educate families on the numerous options available in caring for, honoring, and memorializing their loved one, whether through burial or cremation.

“So many options exist these days, and families don’t know everything available to them until they’re informed. We will continue to serve our families to the best of our ability, to never settle for ‘good enough,’ and continue to challenge ourselves to excel. Funeral homes are the last place people want to be, so why not have a space that is friendly, comfortable, and uplifting to hearts filled with grief?”

He credited the “huge role” Frank Snider plays in the day-to-day operations. “I often call him ‘the Face of Wrenn.’ His seniority at Wrenn has been the stability needed through some challenging times and he should be proud of the work he has done. Our team at Wrenn is strong and detail-oriented; each of us realizes we only have one chance to get it right. Everyone plays a vital role not only at Wrenn, but also within our community.”

He concluded, “The recognition in Times Square really is a reflection of the people I work alongside and the community that continues to trust us during their time of loss.”

The event was created by Chptr — a memorial storytelling company — in partnership with the National Funeral Directors Association, Tribute Technology, and Homesteaders Life Company. The goal was to pivot the public perception of funeral directors from somber figures to essential, community-first professionals. The campaign is now rolling out to hundreds of local television and radio stations nationwide to help communities understand the level of care and steadiness these professionals provide.