CLIENT
IAPC
Kunal Kamra, Creative Consultant, IAPC
AGENCY
Amit Akali, Chief Creative Officer Creative Direction and Exec, Medulla Communications Pvt. Ltd.
Mihir Chitre, Group Copy Head Ideation and Copy, Medulla Communications Pvt. Ltd.
Praful Akali, Managing Director, Medulla Communications Pvt. Ltd.
Rekha Hindlekar, Senior Consultant, Consumer healthcare, Medulla Communications Pvt. Ltd.
Saurabh Pal, Film Production Lead Creative Execution, Medulla Communications Pvt. Ltd.
Shifra Baviskar, Sr Specialist, Planning Strategy, Medulla Communications Pvt. Ltd.
Swapna Kulkarni, Medical Consultant Medical Communications, Medulla Communications Pvt. Ltd.
Swejal Gangan, Social Media Strategist, Medulla Communications Pvt. Ltd.
A Nineteen Films
Rahul Sengupta, Director, A Nineteen Films Pvt. Ltd.
SUMMARY
IAPC’s Last Words campaign in 2016 created awareness for palliative care. But in India, talking about death is taboo, so even the terminally ill, their doctors and families don’t talk about death, let alone palliative care. In this environment, the terminally ill performed stand-up comedy about death for their families, doctors and a paying audience to break this taboo and bring about cultural change. They were screened and trained by palliative care counsellors and India’s best stand-up comedians. These shows and its coverage became our campaign.
