CategoryE04. Education & Services aimed at Healthcare Professionals


Name Company Position
Mr. Praful Akali Medulla Communications Pvt. Ltd. Managing Director
Mr. Amit Akali Medulla Communications Pvt. Ltd. Chief Creative Officer
Mr. Ajay Takalkar Medulla Communications Pvt. Ltd. Creative Supervisor, Art
Mr. Huzefa Roowala Medulla Communications Pvt. Ltd. Content and Creative Director
Ms. Hensila Kawa Medulla Communications Pvt. Ltd. Digital Media Specialist
Mr. Rahul Sengupta A Nineteen Films Director
Mr. Pradeep Das A Nineteen Films Producer
Mr. Padmanabhan Nair Medulla Communications Pvt. Ltd. Creative Supervisor, Copy
Dr. Shraddha Tawate Medulla Communications Pvt. Ltd. Director, Consumer Healthcare
Ms. Rasika Beke Medulla Communications Pvt. Ltd. Marketing Consultant
Mr. Himanshu Sandhu Medulla Communications Pvt. Ltd. Conceptuliser and Producer
Mr. Himman Dhamija A Nineteen Films Director Of Photography
Mr. Abhilesh Shivalkar A Nineteen Films Editor
Mr. Sandeep Srinivasan A Nineteen Films Associate Director
Mr. Neil Mukherjee A Nineteen Films Music Composer

The Campaign

We unearthed the insight: Surprisingly, most last words are heard by nurses, not families. This happens because doctors keep even terminally ill patients in ICUs where they do receive the best medical care but are also isolated from their families. The creative idea: Could these dying last words – so far unheard by families – bring alive the need for palliative care? We interviewed more than 200 nurses across India and the most heart-rending last words they heard became the heart of our campaign – the film. The campaign used these real last words to start conversations on palliative care, then providing detailed information on palliative care to interested doctors, and finally supporting action through pledges to “offer palliative care to my patients”.

Creative Execution

200 nurses were interviewed across India and the most heart-rending last words they heard became our film. The film was launched by the Human Rights Commissioner at the IAPC conference, with hundreds of doctors pledging to offer palliative care to their patients. Social media became our launch vehicle digitally to reach the 100,000 socially active Indian doctors, giving the campaign scale and initiating conversations. The clickable video got doctors to the website where they could learn more about palliative care and pledge. Palliative care associations across the world were approached to share the campaign with their network and mailing lists. The doctor campaign was complemented by a consumer campaign that eventually spanned digital media and PR. All consumers who pledged got downloadable support kits with stickers for their medical files, letting their doctors know, “I’d like access to palliative care” – thus, reiterating the message to doctors.

The real last words resonated with doctors and consumers, each sharing personal stories. The campaign even served as a catharsis, with thousands confessing to have missed hearing the last words of their loved ones. Many doctors committed to offer palliative care to their patients, while one even promised to start a palliative care hospital. The campaign reached a confirmed 50,000+ doctors online and probably a majority of Indian doctors were reached through the consumer campaign based on the same film. The consumer campaign achieved 100 million impressions and 8 million rupees of unpaid media, even trending at no. 3 on Twitter. But real success was achieved when international palliative care associations adopted the campaign, as did members of parliament. The campaign was also selected to be aired on television as a social initiative by India’s leading news network, Times Group. The last words are finally being heard.

This campaign was focused on changing the cultural thinking and behaviour of doctors so they would consider palliative care for terminally ill patients. To achieve this, the campaign had to cover multiple but related objectives, reaching multiple target audiences across geographies and across media as below: 1. Reaching both doctors and consumers through multiple media to establish the need for palliative care 2. Initiating conversations through influencers, unpaid media and peers 3. Creating platforms providing more information on palliative care 4. Ensuring continuing doctor consideration over time

This campaign was focused on changing doctor behaviour to consider palliative care for terminally ill patients. But for this, the doctor and caregivers first need to accept that the patient’s death is imminent. This created the need to reach both doctors and consumers to establish the need for palliative care through our film. In India, talking about death is taboo. Achieving cultural change required initiation of conversations through influencers, unpaid media and peers. Hence, social media and PR became core platforms. While having family around at the time of death does drive this need, palliative care includes several other support areas. This required platforms providing detailed information. In addition to establishing the need for palliative care, it was also critical to ensure that doctors considered palliative care when they came across a terminally ill patient. Hence, we needed constant non-intrusive reminders.


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