The goal was to raise awareness of the day, and direct people to the website where they could either organise an event, or sign up to attend an existing event. We started with a workshop, which was really a deep dive into the territory, revealing a wide and varied target market for the campaign.

– Everyday People
Who now have ‘death’ on their radar, possibly for the first time ever. Maybe a loved one is dying, or, whatever it is they’re now ‘activated’ to read something about death. The aim is to encourage them to talk about it, and open the conversation.

– Corporate Gatekeepers
HR departments of larger corporates, to try and encourage them to hold events in their organisations, and also introduce them to the ‘Compassionate Workplace’ programs on offer.

– Healthcare Professionals
Trying to entice them to promote and even run events for their own patients, or communities. Aged Care was also a large, and significant sector in this group. We had to be particular sensitive to the restraints around what can, and can’t be said in a clinical & healthcare environment, and so an interview was organised with a Practice nurse in a GP practice.

– Healthcare Communities
People visiting GPs, health clinics & hospitals. People living in, and visiting Aged Care communities. Once again, trying to get people to visit the website, open up and start having conversations.