Talking about
what matters
to me

The brief

82% of Australians feel that it’s important to talk about end-of-life care, but understandably, no one finds it easy to face their own mortality. As part of the Australian Government’s push to kickstart the conversation during National Palliative Care week, Carbon Creative was tasked with finding a way to encourage discussions around this important topic across all age groups and cultural backgrounds.

The good

Food, family and humour all transcend culture — so we built a campaign around these common threads to get families talking. We weren’t interested in stereotypes; this was about empowering people in a warm and accessible way. The Talking About What Matters to Me campaign was launched with a candid video featuring a bunch of brave Australians openly discussing end-of-life care, from a champion lawn bowler to a celebrity chef. We also created a suite of strategic conversation-starting creative with original illustrations to both reinforce the narrative and soften the approach. We had the pleasure of working with award-winning Brisbane illustrator Sophie Beer on the project.

The impact

The result was a campaign that shifted attitudes by breaking down traditional barriers and empowering the audience to open up about their end-of-life care. Rolled out nationally, the campaign reached over 4,000,000 people through our PR related activities. The centrepiece was a step-by-step conversation guide which acted as the catalyst for thousands of open and honest family discussions around Australian dinner tables — and these conversations continue today.