Campaign details

Brand: Go Gentle Australia
Agency: History Will Be Kind

The Brief

Over the past 20 years, there have been 30 attempts to pass a Voluntary Assisted Dying law in Australia. None have succeeded, resulting in many terminally ill patients having to endure horrific pain in their final days, with even the best palliative care unable to alleviate their suffering.

Our brief was simple – with politicians soon to vote on the Voluntary Assisted Dying Bill in Victoria, we needed to take a risk to get Australians standing up for legislative change, and encourage politicians to vote YES – ultimately changing Victorian law.

Research and Insights

Consumer research revealed that when this sensitive topic was raised, people switched off. It also showed that while personal stories provide a powerful mechanism to drive support, people aren't naturally drawn to such harrowing tales.