Palliative Care Victoria

Changing the conversation about palliative care.

Sector
Non-profit / Health

Services
Campaign Strategy
Campaign Creative
Brand Identity
Creative Direction
Copywriting
Digital Design
Collateral Design

Palliative Care Victoria came to us with data showing society largely held fear-based perceptions of palliative care. We were asked to create a community awareness campaign to challenge these fear-based perceptions, instead promoting the positive and meaningful support it provides. With limited resources, we needed an idea that would resonate with the public and unite the palliative care and health communities to help create, share and support the campaign.

Moments that matter

Leveraging insights and input from partners in the palliative care community, we created a national campaign exploring real stories of people facing the end of life. Each story focuses on love, freedom, family, home, joy, purpose and trust. These are the moments of beauty in our lives. The moments that matter. Across cultures, backgrounds, gender, or spiritual beliefs these are values we share as human beings. We repositioned palliative care to be seen as a service that empowers you to focus on these moments and values. This campaign was articulated through the brand name, visual identity, key messaging, videos and campaign collateral. Supporter kits were distributed to health and palliative care organisations, with the campaign receiving immense support across the nation.