Our agency was approached by the Foundation to create some short films for them on a project basis. Their goal was to encourage more one-percent donations during tax season. We took on the project pro bono.
Given the sensitive nature of the topic and the potential involvement of the target audience, we had to be cautious in how we communicated the importance and benefits of end-of-life care, especially in relation to fundraising. We wanted to avoid any false sentimentality or unnecessary emotional manipulation. Death is still a taboo subject, so we aimed to present a perspective that focused less on pitying terminally ill patients and more on highlighting the positive impact of hospice care. After extensive discussions with the Foundation, we devised a solution together.
