Calling for change to fix the funding shortfalls across the hospice sector
pieces of coverage to date across national, regional and trade media
OTS
funding pledged by government
uplift in legacy intent
of hospices reported legacy enquiries
We partnered with Hospice UK, a charity representing 200+ hospices nationwide that fights for hospice care for all who need it. They wanted to raise awareness of the sector’s funding challenges and highlight the incredible value of hospice care. Two major funding streams for hospices: government funding (35% of funding) and legacy giving (20%), had declined, leaving hospices facing tough decisions, laying off staff or shutting services.
Hospice Care Week
For Hospice UK’s flagship annual campaign, we launched a bold narrative: more money was spent in hospice charity shops than hospices received from government. We used the shocking insight to create outcry and demand meaningful funding.
Through story-first PR, compelling visuals, powerful data, e.g., that 43,000 blouses need to be sold to give a hospice patient a bed for a year, and highlighting the stories of those with lived experience, we helped bring the issue to life and highlight the scale of the funding crisis.
Our work secured a response from the Department for Health and Social Care. Two months after our call for funding, government pledged £126million to the sector.
This is Hospice Care
We’ve partnered with Hospice UK for two years in a row to launch their “This is Hospice Care” campaign, in partnership with dozens of hospices nationwide, to showcase the breadth of hospice care and encouraged people to give to a chosen hospice in their Will.
Using a data-led approach to highlight the impact of legacy giving, we’ve reframed hospice care from “end of life” to helping people “live fully”, while making legacy giving more accessible.
Impact
By highlighting the urgent need to champion and fund the hospice sector, grounding our campaigns in grassroots stories and positioning Hospice UK as the sector’s definitive voice, we created sustainable momentum for a service that supports people during life’s toughest moments. It’s been our privilege to help tell their story and amplify their impact.
