We unearthed the insight: Surprisingly, most last words are heard by nurses, not families.

The creative idea: Could these dying last words – so far unheard by families – bring alive the need for palliative care? We interviewed more than 200 nurses across India and the most heart-rending last words they heard became the heart of our campaign – the film.

The campaign used these real last words to start conversations on palliative care and got consumers to the website that provided detailed information. Consumers were encouraged to make the decision of opting for palliative care through online pledges.

200 nurses were interviewed across India and the most heart-rending last words they heard became our film, which was launched by the Human Rights Commissioner.

Social media became the heart of our campaign giving it virality and scale. Real last words were used to start conversations on palliative care. Pre-approved responses to expected queries on medical/ethical perspectives were prepared. The clickable video got consumers to the website where they could learn more about palliative care and pledge to opt for it. All consumers who pledged got downloadable support kits with stickers for their medical files, letting their doctors know, “I’d like access to palliative care”.

Influencers and journalists were a key part of our campaign – identifying influencers on social and health-based causes and weaving them into our social conversations.

Palliative care associations across the world were approached to endorse the campaign and strengthen credibility.

The real last words resonated with consumers – the campaign probably served as a catharsis – with thousands confessing to have missed hearing the last words of their loved ones. And many more committing to opt for palliative care. Even doctors were affected by the campaign, with many doctors committing to offer palliative care to their patients, while one even promised to start a palliative care hospital.

The campaign achieved over 100 million impressions, half a million organic video views, and 8 million rupees of unpaid media, even trending at no. 3 all-India on Twitter.

But real success was achieved when international palliative care associations adopted the campaign, as did members of parliament.

The last words are finally being heard.