This award winning print advertisement campaign has been launched by the Singapore Hospice Council that provides hospice care in Singapore. The Council is involved in improving the lives of patients with serious life-threatening illness and to support the loved ones of these patients. The organization aims to co-ordinate and promote hospice care in Singapore and to provide education and training of doctors, nurses, social workers, volunteers and members of the public. The campaign is apparently trying to make people aware that help is available, pain can be managed, and by not turning away from death, many can celebrate the final moments of life together with their loved ones.
The advertisement campaign is dominantly based on the powerful copy used for presentation and for delivering a very serious message by using a very light approach. The copy is visibly a bit too long but it is really effective if someone goes through it. The presentation of the campaign is very straightforward and simple. The campaign has been created by Ogilvy & Mather, Singapore. It won Gold at the Cannes Lions 2007 in the Press category.
Via Hout Lust
