Developed by Ogilvy & Mather, the S$400,000 (U$253,000) campaign includes TV, print and outdoor, and includes a microsite which focuses on 46-year-old patient Abdooh. At the www.lifebeforedeath.org.sg site, Abdooh's live stories are uploaded fortnightly. His tale also provides the basis for the TVC, entitled 'Last days of Mohammad Abdooh'.
"Truly in my heart, I love charity and want to help this project by sharing my story," said Abdooh. "Death is not something nice to talk about. Most people are scared about it, but everyone has to face it. We have to go on. I want to share about my sickness, pain and journey."
According to the project committee chairman, Chen Ai Ju, the initiative seeks to expose myths about hospices and provide a clearer picture of what their role is.
"We hope to educate the community that hospices are not simply destinations of death but are there to provide active care, therapy and support," said Chen.
