CRE8IVE Canberra releases ‘Matters of Life and Death’ conversations for Palliative Care Australia
Canberra’s leading integrated marketing agency, CRE8IVE, has developed a national campaign for Palliative Care Australia to launch and promote National Palliative Care Week 2023. The campaign aims to raise awareness about palliative care, increase understanding of Palliative Care Australia’s services, and recognise the palliative care workforce by putting ‘Matters of Life and Death’ front and centre in Australia’s consciousness.
National Palliative Care Week is the nation’s largest annual initiative to raise awareness about palliative care, its importance, and its benefits for all Australians. This year’s week-long campaign launching on Monday 22 May, responds to the stigma associated with death and dying amongst Australian communities.
Camilla Rowland, Chief Executive Officer at PCA, said: “Statistics suggest that although 90% of Australians believe it is crucial to think about and plan for their care if they were to become terminally ill, only 4 in 10 Australians have done anything about it. Such alarming statistics raise concerns and reinforce the urgent need for a social impact campaign that can inspire open conversations about death and dying and encourage Australians to think about and plan for quality of life at the end of life.” .”
CRE8IVE was appointed in January 2023 to deliver a new National Palliative Care Week campaign that could stimulate thought, interest, and conversations about palliative care through recognising the people at the heart of quality palliative care.
The new ‘Matters of Life and Death’ campaign introduces Australians to the world of palliative care through powerful and inspiring stories told by palliative care workers, volunteers and advocates. The campaign highlights the important lessons about life and death, learnt through providing care for people and families living with a life limiting illness.
CRE8IVE developed the campaign, creating a series of two-minute, and 30-second videos across digital channels including LinkedIn and Meta Business. Other campaign assets included social media tiles, posters, website banners, email signatures, and document templates, which will be used across owned channels.
CRE8IVE also developed a special orange heart lapel pin to symbolise the week and amplify the focus on the most important quality of palliative care – life. Australians are encouraged to wear this lapel pin to show their support for the week, and spark conversations to raise awareness about palliative care.
Emma Kirkaldy, General Manager at CRE8IVE, said: “We are delighted to be working with Palliative Care Australia who play such a crucial role in putting quality of life front and centre at the end-of-life. To mark National Palliative Care Week 2023, we wanted to create an impactful campaign that raises awareness about palliative care through the people at the heart of it. The ‘Matters of Life and Death’ campaign largely focuses on destigmatising topics associated with death and dying, encouraging people to have open conversations with their friends and family about it, and prompting them to make the important decisions around palliative care. We are proud to have worked on a campaign that we hope brings a positive, and meaningful change in the community.”
Find out more about the campaign here.
Credits
Client: Palliative Care Australia
Chief Executive Officer: Camilla Rowland
National Communications Director: Ian Campbell
Agency: CRE8IVE
General Manager: Emma Kirkaldy
Account Manager: Henry Njuguna
Creative Lead: Paul Whiteley
Senior Designer: Tessa Campbell
Marketing Manager: Pauline Siteaud
Marketing Executive: Gyani Bahety
Copywriter: Laura Griffin
Animation: Josh Garrard
Production Company: Crewcible
Director & Executive Producer: Jimmy Armstrong-Logue
Postproduction: Steve Harrison
Photography: Rohan Thomson from Pew Pew Studio
