Healthcare At Home: Helping people sign up for a dignified death

End-of-life care provider Healthcare at Home raised awareness about the lack of living wills in India, encouraging people to create their own to ensure dignified death.

Campaign details

Brand: Healthcare at HomeBrand owner: Healthcare at HomeAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Healthcare services, providersMedia channels: Direct marketing, Newspapers, Public relations, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

In 2018, the Supreme Court of India allowed people to create living wills, a document that enables them to spell out their wishes for treatment if they slip into an incurable coma or vegetative state. However, while 27% of Indians were aware of this provision, people were still not signing up for...

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