SINGAPORE HOSPICE COUNCIL:

LIVE WELL,
LEAVE WELL

End-of-life. Nobody likes to think about it. Much less talk about it.

Yet, as more Singaporeans get older, talking about how one wants to live out the final days is important both for the person and his or her loved ones.

So how can we broach this unspoken topic, and pave the way for more open, honest conversations?

How can we change how people think, talk, and act upon their final days?

THINK:

We launched a film that hit close to home.

To remind people of one universal truth: almost all the things we do for our family come from a place of love.

So talking about the end of life is, in reality, an act of love.

We communicated this thought via an integrated media plan and community initiatives –  giving our campaign a reach across traditional touchpoints and digital platforms.

Followed closely with a ‘Life Books’ series, inspired from stories by real people.

Which ran across clinics, hospitals and public libraries – through exhibitions and public talks islandwide.

TALK:

Then, we began a social initiative, #LendYourInstagram.

Inviting Singaporeans to share our end-of-life stories on Instagram – stories that ranged from important life lessons to heart-warming anecdotes about friendship, hope, and love.

The result?

#LendYourInstagram took social media by storm – garnering over a million views and 280,000 shares, including one by our prime minister!

Not only did we get people talking about end-of-life, we also inspired them to volunteer their time in hospices across Singapore.

ACT:

Our small initiative soon grew into a nationwide movement.

With Singaporeans from all walks of life stepping forward to lend their voice – from businesses offering one-time promotions for hospice patients and their families, media partners offering advertising space for our campaign posters, to artists creating murals that spread our messages of hope.

Changing the way people think, talk, and act upon the final days.