LAST LAUGH

Short List
TitleLAST LAUGH
ClientINDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC)
Product / ServicePALLIATIVE CARE
CategoryE04. Education & Awareness
EntrantMEDULLA COMMUNICATIONS Mumbai, INDIA
Idea Creation MEDULLA COMMUNICATIONS Mumbai, INDIA
Media Placement MEDULLA COMMUNICATIONS Mumbai, INDIA
PR MEDULLA COMMUNICATIONS Mumbai, INDIA
Production MEDULLA COMMUNICATIONS Mumbai, INDIA
Production 2 A NINETEEN FILMS Mumbai, INDIA

Brief Explanation

In India, talking about death is taboo. Even doctors don’t discuss death with the terminally ill. Let alone palliative care to make the last days comfortable, leaving patients confused and lonely. To break the taboo, terminally ill patients performed stand-up comedy shows for doctors, screened and trained by palliative care counselors and India’s best comedians. Thus, demonstrating that palliative care helps patients get comfortable with death. And even joke about it. The recordings of the shows became our film. The film inspired a half-hour television show on India's leading TV news network, a week-long radio special on India's largest radio network, captured the front pages of India's leading newspapers and even spread globally through 3-minute coverage on BBC World News. Seeing the terminally ill laugh at death, not just doctors but all Indians questioned our ingrained fear of discussing death, and palliative care truly entered the Indian lexicon.

Credits

Name Company Position
Amit Akali Medulla Communications Pvt. Ltd. Chief Creative Officer
Praful Akali Medulla Communications Pvt. Ltd. Managing Director
Mihir Chitre Medulla Medulla Communications Pvt. Ltd. Group Copy Head
Rekha Hindlekar Medulla Communications Pvt. Ltd. Senior Consultant, Consumer healthcare
Saurabh Pal Medulla Communications Pvt. Ltd. Film Production Lead
Rahul Sengupta A Nineteen Films Pvt. Ltd. Director
Team A Nineteen Films A Nineteen Films Pvt. Ltd. Producer
Kunal Kamra Independent NA
Links
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