Since its debut, more than 121,000 unique visitors have visited the campaign’s dedicated website to learn more about the brand’s offerings
The Moments of Life push by the National Hospice and Palliative Care Organisation has placed as a finalist under the cause marketing category of the upcoming PR News Digital PR Awards. Since its debut, more than 121,000 unique visitors have visited the campaign’s dedicated website to learn more about NHPCO’s offerings.
The national public awareness initiative was created to assist people in understanding how both hospice and palliative care help patients and their families live as fully as possible despite the presence of a terminal illness. Launched over a year ago in 2014, the exercise has performed exceedingly well in the online space.
The campaign’s promotional video has garnered more than 17 million digital viewer impressions with 9,800 media placements having reached an online audience of 279 million. Meanwhile, its public service announcement has received 6,500 airings, totalling a broadcast audience of more than 4.46 million viewers.
“We are honoured that this campaign, which shares the real stories of hospice patients and families, is helping so many people understand the true gift of hospice and palliative care,” said J. Donald Schumacher, President and Chief Executive Officer of NHPCO.
“In addition to increased awareness, it’s wonderful to be recognised as a finalist in the Digital PR Awards.” Other notable finalists in the same category include ExxonMobil, Toyota, Pizza Hut, L’Oréal Paris, and the ALS Association for its Ice Bucket Challenge.
Overall, the brands nominated set the industry’s standards for excellence across all areas of the practice. Finalists include corporations, agencies, and non-profits which took chances, made tremendous strides in their communications efforts, and understand the power of digital in public relations. View full list here.
The Moments of Life portal features videos, a photo gallery, and blog articles which dispel common myths about hospice while letting the public know that hospice really means quality care, dignity, and compassion. It also includes a newly launched online decision tool dubbed: What Are My Options?
The feature was designed to help individuals both discover and decide if palliative or hospice care is the appropriate choice for themselves or a loved one. In addition, the site provides access to the organisation’s Find a Hospice tool which helps people locate a hospice centre within their community.