Palliative Care Victoria launches emotional campaign ahead of National Palliative Care Week

Palliative Care Victoria has launched a new campaign to coincide with National Palliative Care Week.

The emotive series of videos features people with long term illnesses and carers telling their stories about their experiences with palliative care.

Palliative Care Victoria’s campaign seeks to change the widespread public perception of fear surrounding palliative care, and educate Victorians on what palliative care actually is.

Through the stories of the seven participants the campaign is able to offer the audience insights into the dimensions of palliative care and what it can provide. This is manifested in the campaign themes of family, freedom, home, joy, love, purpose and trust.

The campaign is a collaborative effort between creative agency Raine and Makin, production house Commoner and digital agency True Agency. Journalist Roberta Shaw, oversaw the composition of the written stories.

Commoner managing director Mark Welker, said that the diverse stories of the campaign participants created a universal conversation about life and death, and invited people to approach this time in their lives without fear.

Welker also said that director Thomas Hyland’s ability to build rust with the participants was enabled them to capture honest conversations about their experiences.

Welker said in a statement: “People want to talk. Sadly, it’s often the case that people simply aren’t being asked to. All you have to do is show a regular amount of respect and then demonstrate, at every point you can, that you’re interested in listening.

“I could have a genuine conversation. When you’ve got a campaign message as universal as this, honesty – even with its pain – is beautiful.”

Rusty Benson, company director at Raine and Makin, said: “Not talking about death as a society leaves many people feeling afraid, alone, depressed and in denial. With more people dying every year of incurable illnesses, we need to have these conversations. No one should feel abandoned or alone at the end of their life.”


Director, Thomas C. Hyland
Sr. Producer, Raylene O’Hare
Producer, Kati McKoy
Cinematographer, Alice Stephens
Cam. Assist, Bonita Carzino
Photographer, Tim O’Connor
Sound Recordist, Elliot Taylor
Editor, Thomas C. Hyland & Raechel Harding
Colourist, Nick Hower & Julien Chichignoud
Raine & Makin:
Creative Director, Rusty Benson


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.