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...