&Partners considers end-of-life plans with ‘You only die once’ campaign for Palliative Care WA

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Palliative Care Western Australia, the State’s peak-body for palliative care, has been working with &Partners to encourage people to put end-of-life plans in place earlier.


An Australian-first, the campaign will challenge Western Australians to see death as an important part of life – an event worthy of consideration and planning. The campaign was initiated after WA Parliament’s Joint Select Committee on End of Life Choices identified that only seven per cent of WA’s population had engaged in Advance Care Planning, compared to 15 per cent across the rest of Australia.

&Partners developed the platform ‘You only die once’ after an extensive stakeholder, client and health worker consultation process. Media was planned by Match & Wood.

The campaign featuring TV, social, a microsite and radio, was launched by WA Minister for Health Roger Cook this week.

“This campaign is necessary because we know that many in the community have not had discussions around Advance Care Planning,” said the Minister. “The campaign brings home some important messages that need to be shared and spoken about openly.

“It is a confronting conversation, but one that your family and loved ones will be grateful you had.”

Creative Directors, Bryan Dennis and Dav Tabeshfar developed the campaign.

“From the beginning, we had a clear mandate from the team at Palliative Care Western Australia. The campaign needed to confront apathy and inertia, so we couldn’t afford to be conservative in our thinking. Striking a balance between the light and dark sides of death was definitely the greatest challenge when it came to film and radio production. We think our partners at Open Spaces Productions and Cue Sound got it just right.”

Listen to the Radio spots:


The campaign goes to air later this week.

Client: Pippa Worthington
Creative Directors: Bryan Dennis and Dav Tabeshfar
Account Director: Sophie Brandsma
Production Company: Open Spaces Productions
Executive Producer: Béatrice Masia
Director: Matt Pitcher
Sound Studio (Radio): Cue Sound
Sound Engineer (Radio): Mike Fragomeni
Web Development: Deep Sea Creative
Designer: Pip Wilsie
Web Copy: Pippa Worthington
Photography: Josh Fernandes
Voice Over: Andrea Gibbs