This is Hospice Care

There is more to hospice care than you think.

This was the core insight in our recent work with Raw London, Hospice UK and 143 hospices around the UK. This was a collective brought together to create a new legacy campaign which encouraged people to leave a gift in their will to a hospice which is local or significant to them.

Bringing together so many hospices into one campaign is a really exciting moment, meaning they could create something far bigger and far reaching than they could do alone. At Humankind Research, we conducted some really exciting and moving stakeholder engagement – sending out questions to every hospice involved, chatting to a steering group and holding engagement sessions with all kinds of hospices around the UK. This not only made the insight and campaign more strategically useful, but also provided so much depth about the work that actually goes on in a hospice.

The stakeholder engagement also uncovered our secret second objective! Legacy was still the focus, but we also found that there is a lot of misunderstanding in the public perceptions of hospices and a huge desire from the sector to change those perceptions of a hospice as a sad place only there for the last moments of someone’s life. The audience research we did validated this misunderstanding but also got us to a really exciting possibility – this misunderstanding actually provided the key. The moment people saw even a glimmer of the huge breadth of hospice care became a key motivating moment and the ‘more’ of hospice care became the core of the campaign.

We then handed all of this research over to the amazing creative minds at Raw London who developed an incredible campaign with this TV ad at the core. Fair warning, it is a tearjerker!

Cleo Pascal

Director