Client: Government of South Australia, SA Health

When people think of palliative care, most think ‘end-of life, imminent death, lying in bed, unable to move.’ But this is an incomplete understanding of what palliative care actually is – one that hinders people’s ability to access the right care at the right time.

Because palliative care can be accessed as soon as you are diagnosed with a life-limiting illness, not just in your final days. SA Health wanted to change that common misconception, and show how palliative care can help people live fuller, more comfortable, often longer lives.

Using unexpected imagery, we powerfully contrasted the simple statement, “This is palliative care”, flipping the misconception and redefining the understanding of everything palliative care can be – more visits to your favourite place, more time with family, making more memories with the people that matter.