Durham Region Hospice
Branding | Design | Communications Strategy and Writing | Media Relations
To generate awareness of the critical need for residential hospice in Whitby and Clarington, Good Word worked with Durham Region Hospice (DRH) to launch Comfort, Care, Compassion, a $15 million capital campaign to raise the funds required to construct hospice centres in both regions. The aim was to communicate that residential hospice focuses on living – not dying – and the need to empower those with a palliative diagnosis to choose how they navigate their final journey while providing their families with support as they prepare for their loved one’s last stages of life. To support this goal, we created the DRH brand as well as marketing materials, website copy and a fulsome communications strategy with an emphasis on earned media.
Branding/Design
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Brand development for DRH included a new logo; color palette and font selection; branded imagery, social media icons; and the capital campaign tagline. In addition, we created a fundraising brochure to support the campaign ask and the work being done by DRH’s fundraising team as well as social media ads designed to spark conversation about palliative care and garner interest in the campaign.
Communications strategy development and execution
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To effectively communicate the launch of the campaign, a comprehensive communications strategy was developed with a focus on both internal and external audiences including earned media. With an emphasis on drawing attention to the significant data indicating the need for residential hospice in Durham Region, the strategy included a media release and op-ed as well as a social media plan (including content creation and a two-month content calendar).
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Media relations
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Good Word was responsible for pro-active media relations in support of the campaign launch, which resulted in a 100 per cent coverage rate for earned media in all target outlets as well as placement of the op-ed, which was published in DRH’s selected media publication.
