A long-copy press ad - presented as a page in a book- graphically detailing medical procedures that patients can suffer in the final stages of illness. We end with the line 'with a Living Will you decide when to end the sentence'. We asked a doctor to describe what happens in the case of a seriously ill patient who can't communicate. Then we removed all the punctuation. Simple. Now, when reading this, most people want to stop the sentance as quickly as possible. And that's the point - you can, so why not do it whilst you're able to?

The campaign was developed to run in donated local press and poster sites and results aren't directly measurable. However, anecdotal feedback has been great and the client is confident that this campign will achieve its objectives.