| Integrated Digital Campaigns | ||||
| Client | Indian Association of Palliative Care (IAPC) | |||
| Brand | Indian Association of Palliative Care (IAPC) | |||
| Entrant | Medulla Communications | |||
| Brief | IAPC has helped establish an infrastructure to provide palliative care but only 1% of eligible Indians avail it and <2% of doctors offer it spontaneously to the terminally ill. The client brief was simply to develop “a public awareness film on palliative care” but we re-crafted as: 1. Build awareness and need among the terminally ill, their families and friends. 2. Build doctor consideration. | |||
| Solution | The insight: Most last words are heard by nurses, not families.The creative idea: Could these dying last words–unheard by families so far–bring alive the need for palliative care? We interviewed >200 nurses across India and the most heart-rending last words they heard became the heart of our campaign – the film. We used these real last words to start conversations on palliative care. |
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