Laughing with hospice
Stan Massey - 12/01/2010
Kudos to an outstanding print ad campaign from Levine & Dickson Hospice House (Huntersville, NC) that features, of all things, LAUGHTER.
The copy of one ad says, “It’s ok to cry when someone is dying. It’s also ok to laugh.” Another ad shows two women of a certain age playing dominoes and laughing like schoolgirls, with copy that says, “Sometimes the best pain medication isn’t medication.”
Beautifully photographed and designed, these simple and impactful ads turn some common misperceptions about hospice care on their heads. The end of life doesn’t have to be all about misery and grief. It can and should be filled with laughter, love, friendship and fond memories.
I believe these ads are effective in large part because they’re so unexpected. Some of the greatest obstacles that prevent audiences from learning about hospice care are the fear and dread of confronting death and dying. These ads show another side of the coin – the joy and, yes, even laughter, that can accompany life’s final journey.
Such impressions portray hospice as much more approachable and enviable. Congratulations to this particular hospice for publicizing such positive messages.
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