Death – it’s where we’re all headed, but many don’t like to think about it – so we approached this project with a great deal of sensitivity. Such a powerful topic called for an equally powerful campaign. The “Better Ending” campaign was launched to raise awareness and move donors to action for a new Hospice Vaughan Centre of Excellence and better end-of-life care. Key deliverables included strategic planning, an updated brand identity, a new website, case for support, outdoor signage and social media. These initiatives were all aimed at dispelling myths around dying and connecting with the public in an inclusive and uplifting way.