Hi, I’ve got lung cancer

Gold at the Cannes Lions 2007 in the category Press.
Four ads from the Singapore Hospice Council with very strong and confrontating copy. The Singapore Hospice Council (SHC) is an umbrella body incorporating all organisations actively providing hospice care in Singapore.  The Council is committed to improving the lives of patients with serious life-threatening illness and to support the loved ones of these patients. It aims to co-ordinate and promote hospice care in Singapore and to provide education and training of doctors, nurses, social workers, volunteers and members of the public. 

The Singapore Hospice Council (SHC) is working in partnership with the Lien Foundation to create the first-ever doctors’ and nurses’ palliative care fellowships and scholarships in Singapore and launch an inaugural campaign to raise public awareness of hospice palliative care in Singapore. The Lien Foundation strongly believes in the growing need for hospice palliative care in Singapore. One of our goals as a foundation is to “play catalyst” and ignite action to deal with gaps and unmet needs in our society,” said Mrs Margaret Lien, Governor, Lien Foundation. “We hope that through this project, Singaporeans will realize that help is available, pain can be managed, and by not shunning death, many can celebrate the final moments of life together with their loved ones.”

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Comments

Very honest, but in a very kind and sensitive manner. It tells the truth.