Personalise a voluntary euthanasia bill in a new social campaign via Cummins&Partners, Sydney
Over 70% of Australians support the legalisation of voluntary euthanasia. Despite this overwhelming backing, there is still no law. In fact, the issue has been voted down 13 times in the South Australian parliament. Andrew Denton’s Go Gentle Australia, with Cummins&Partners Sydney, and in partnership with the Australian Nursing and Midwifery Federation, are determined for the next vote to successfully represent the will of the people. ‘Be The Bill‘ is a social campaign that aims to bring the voice of Australians to the politicians and into the vote itself.
‘Be The Bill’ allows anyone in Australia who supports voluntary euthanasia to create a personalised version of the Bill to remind politicians this is about real people who want the choice of a peaceful death.
Says Julian Schreiber, ECD, Cummins&Partners: “Be The Bill is designed to make politicians look beyond the impersonal legalese contained in the Bill and remind them that the proposed legislation may, one day, affect me, or them, or someone they love. It’s about every one of us, ill or not, who want this compassionate option of how our lives end.”
Says Tom Martin, ECD, Cummins&Partners: “At the click of a button the site substitutes the word ‘person’ with your name throughout the whole Bill, and places your profile picture from Facebook on the document cover – creating your very own version of the Bill. This is then sent to the 69 voting politicians to remind them that they’re voting on something that affects you personally.”
The campaign launched with Kylie Monaghan – a young South Australian who was the first person to Be The Bill. She has advanced cancer that has spread to her liver and bones. In an online film, directed by The Pool Collective’s Ingvar Kenne, all Australians are encouraged to participate. Kylie explains that she has chosen to Be The Bill so when politicians go to vote on the issue, they “won’t just debate a bill about some person that doesn’t exist – instead they’ll debate me and my life and my choices.”
Says Andrew Denton, director, Go Gentle Australia: “You don’t have to be ill or from South Australia to Be The Bill. The majority of Australians support choice at the end of life, but despite this there is still no law. This campaign will hopefully bridge the gap between public sentiment and political action by creating a social groundswell that politicians will no longer be able to ignore. No Australian should be left to die a lingering and painful death. We will start in South Australia and we will keep going until a compassionate law with strong safeguards is put in place to ease the suffering of those who should not be forced to endure it.”
If you support voluntary euthanasia go to BeTheBill.com to create your own Bill.
Go Gentle Australia was established in 2016 to spark a national conversation about the legal right to voluntary euthanasia. The organisation’s goal is to raise awareness by supporting people who want to end their life with dignity, and giving friends and family the confidence to stand up as strong advocates for legislative change for choice.
Executive Creative Directors: Tom Martin & Julian Schreiber
Creative Directors: Mandie van der Merwe & Avish Gordhan
Creatives: Mandie van der Merwe, Avish Gordhan, Julian Hartley, Rob Gordon
Group Account Director: David Flanagan
Account Executive: Olivia Etzine
Chief Strategy Officer: Adam Ferrier
Executive Producer: Bill Doig
Executive Digital Producer: Gemma Heyes
Director of Digital: Tony Chilvers
Senior Developer: Peter Feltham
Creative Technologist: Andrew Rovenko
Digital Designer: Tassio Guichard
Design: Domenic Bartolo & Lorraine Costello
Editor: Alex Ross-Edwards
Production Company: The Pool Collective
Director: Ingvar Kenne
Photographer: Ingvar Kenne
Executive Producer: Cameron Gray
Editor: Christopher Baron
Colourist: Ben Eagleton
Music Production: Song Zu Sydney
Composer: Ramesh Sathiah
Client
Director (GGA): Andrew Denton
Campaign Manager: David Hardaker
Campaign Manager: Tanya Jones
Community Manager: AH Cayley
Campaign Co-ordinator: Bronwen Reid
9 Comments
Beautifully simple.
Powerful.
Finally. A great charity job that will help the cause, and not just the agency.
Very clever. I think this will work with the intended audience – politicians, who get scared once their constituents start personalising the issue.
Powerful, and meaningful, work all.
Well done.
Done and shared.
Beautiful, simple, powerful. High five team.
Powerful and meaningful work. Well done! Such a sensitive subject but one that needs to be addressed, hope it makes a difference.
Our industry needs to get behind this. It’s rare that any of us get to do work that could change Australia for the better.