End of life is an inevitable destination—one that everyone will reach but know very little about.
Ideation | Earned | Strategy
The Rough Guide To The End Of Life
Every five minutes, someone in the UK dies without receiving the necessary care.
Marie Curie, the country's foremost end-of-life charity with a 75-year legacy, aims to tackle this issue head-on.
Our research showed that despite the inevitability of end-of-life experiences, 40 percent of people admit they would not know how to access essential information and services to support those nearing the end of their lives.
I approached the brief by conceptualising the end of life as an inevitable destination—one that everyone will reach but knows very little about. To raise awareness about end-of-life care and highlight Marie Curie's vital initiatives, we partnered with the authority on travel guides, Rough Guides. Together, we produced the UK's first-ever 'guidebook' to end-of-life, titled The Rough Guide to the End of Life. This unique guidebook offers practical advice and information from Marie Curie, designed to help individuals navigate this sensitive stage of life.
Outcome
311 Pieces of media coverage
Feature on the Sky News homepage, amplifying our message to a wider audience
Approx. 4,000 monthly organic downloads of the guidebook
Underscoring its relevance and utility in addressing end-of-life concerns