Dignity in Dying

We’ve been working together with Dying in Dignity to change the law to allow the choice of an assisted death for terminally ill, mentally competent adults, within upfront safeguards.

Over 80% of us want change, so our multimedia campaign demanded it.

We engaged the British public to demand that our political leaders put this crucial issue at the heart of the conversation leading up to the general election in 2015.

To achieve this we brought together a number of digital and offline components to drive awareness of this very important, and often taboo issue that the overwhelming majority of the UK public support.

We produced an effective multimedia campaign featuring a short film, a new website and a rich media social strategy using Instagram to capture the public’s imagination. In the end, over 40,000 emails of support were sent.

Meanwhile Dignity in Dying had planned a day of action outside the Houses of Parliament in Westminster ahead of the Second Reading of the Assisted Dying Bill (on July 18, 2014), which was eventually passed.

We designed a full set of campaigning tools including T-shirts, placards and postcards that demonstrators could use to gather support and raise the debate’s profile in the national media.

Using large statements and bright colours the designs helped demonstrators to be noticed outside Parliament, resulting in numerous TV and newspaper appearances, and sparked a vibrant conversation online.

In addition to the digital campaign, centred around the hashtag #untiltheend, we also produced a print campaign in the lead up to the lively debate.

It took the form of full page adverts in key publications and large format posters in Westminster Tube station, and was specifically targeted at participating Lords and MPs.

Called Obituaries, the campaign is a series of adverts which take on an editorial look and feel.

The common theme of our offline campaign was centred on real people and the way they died in pain, often away from family or in isolation due to the legal implications placed on their loved ones had they have sought assistance.

A number of publications refused to carry the campaign due to its hard hitting content.