Looking at death straight (er) in the eye.

We needed to address end-of-life issues in a setting of trust and relief rather than dread and despair. The goal was to introduce palliative care, a different option for people with serious, terminal illness, so patients and their families could open up to understanding how this new service would support their journey.

Although the brochure was addressed to physicians who need to feel at ease recommending palliative care, it was written so they could pass it along to their patients. The booklet is intimate and very approachable; language is direct but compassionate; the examples cover a good range of possibilities.

Concept, strategy, creative, art direction, interviewing and copywriting by Inside Out Communications, Inc.