| Title | MAZE WITHOUT EXIT |
| Brand | END-OF-LIFE CARE ASSOCIATION OF JAPAN |
| Product / Service | LECTURE ABOUT END-OF-LIFE CARE |
| Category | B04. Posters |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hitomi Misumi | Dentsu Inc. | Creative Planning Division5 |
| Kyoko Kita | Dentsu Inc. | Creative Planning Division1 |
As you gradually come close to the picture of the end-of-life patients, you will find that it is made out from a maze. We expressed the difficulty of communicating with end-of-life patients and appealed that the NPO will be a help for those who are facing the subject (eg caregivers or nurses).
Our client is a small NPO launched by a hospice physician. The aging society is a major problem in recent years, and publicizing the activities of this NPO will contribute to solve social issues in Japan. However, not many people were interested nor knowledgable about this issue. Therefore, in order to raise the recognition rate with what little money we had, we distributed the posters at the event, and also sticked it at their booth.
The posters contributed greatly, resulting in a 186% increase in participants of the event. The event was hosted by End-of-Life Care Association. Furthermore, receiving great attention from social media, the NPO was featured in a one hour TV program.
The courses provided by End-of-Life Care Association can help to solve the burden of communicating with end-of-life patients. To increase participants of the course, it was a must to increase the recognition rate. It was a must to raise the recognition rate of the NPO, in order to increase the number of participants. Targets are caregivers, nurses, and families of end-of-life patients. In order to bring a strong impact, the poster expresses the anxious feeling of a person suffering.