Pallium India: #Good Grief

Pallium India, a palliative care NGO, launched a campaign in India to build societal acceptance of discussions on illnesses and end of life and bring awareness, understanding and uptake of considered choices regarding health and wellbeing.

The COVID-19 pandemic has plunged society in an unprecedented situation where people are grappling with the anxiety of catching illness, suffering alone, and losing a loved one at an unprecedented scale.

We conceived the #GoodGrief campaign to coincide with the birth anniversary of Dr Elisabeth Kubler-Ross, a psychiatrist renowned for her theory on the 5 stages of grief.

By creating a campaign titled "Good Grief", we brought in lightness to the topic and were able to drive greater awareness and appreciation for the need for palliative care. A highly positive tone was adopted throughout the messaging and ensured...

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