Case Study: Palliative Care Victoria changes perceptions of palliative care with Raine & Makin

Palliative Care Victoria reaches 3.1 million people with Raine & Makin

Palliative Care Victoria, a non-profit health organization, faced the challenge of changing pervasive fear-based public perceptions around palliative care. They engaged the vendor Raine & Makin to develop a community awareness campaign with limited resources, requiring a strategy that would resonate with the public and unite the health community.

Raine & Makin developed a national campaign called "Moments that Matter," which repositioned palliative care around positive, shared human values by focusing on real stories. The solution included campaign strategy, creative, brand identity, and collateral. The campaign achieved significant impact, generating 66 pieces of earned media and reaching an audience of 3.1 million people.

Palliative Care Victoria