Campaign details
Brand: Indian Association of Palliative Care (IAPC)Agency: Medulla CommunicationsCountry: India
Objectives
- Engage the audience and start a conversation about a topic, which no one wanted to talk about - death and palliative care
- Target - 1 million views and 30 million impressions on social media
- Target – INR 20 million of earned in mass media publications
- Breaking the cultural taboo of discussing death
- Increase comfort to discuss death by 25%
- Intent among doctors to get trained for discussion with patients
(as measured by a post campaign survey)
(Target – 3000 downloads...