Care at end of life

The topic of dying is a challenging one to talk about, even for health professionals that deal with it on a daily basis. This campaign started out with one direction in mind but during the research and development stage, we unearthed an opportunity to talk to health professionals on two levels: firstly from a clinical point of view, and then from a personal, reflective point of view.

We took a sensitive and understanding approach, allowing our participants to tell their stories on their terms, always remaining respectful and empathetic.

This formed a compelling series that challenges and engages the audience on a deeply personal level, whilst also providing insight and experience from professionals about the importance of normalising conversation around dying, including ways to bring up or talk about dying with friends, family, loved ones or health professionals.