Hospice Targets Young People With Online Campaign

Hospice Targets Young People With Online Awareness Campaign

11 May 2009 – Hospice New Zealand are deliberately targeting younger people with their awareness campaign that launches this week. Hospice New Zealand Chief Executive, Mary Schumacher referred to recent research as the catalyst for this decision.

“Hospices throughout the country provide essential care for people with a life limiting illness and support for their families. It is a service that predominantly occurs in people’s homes, to patients of all ages, cultures and spiritual and religious beliefs but research tells us this is not widely known.”

Ms Schumacher says the research outlined that broadly speaking people thought hospice was a building where old people go to die.

“This couldn’t be further from the truth which is why our campaign is called “Living Every Moment.” People who have had their lives touched by hospice know and are passionate advocates of what we do but sadly many people, particularly young people don’t know. Our concern is if they don’t know, how will they access our services, which are free of charge.”

Each hospice receives funding from government through contracts with the local district health boards. This currently covers around 53 percent of what it costs to provide hospice services. Following on from last year’s election, Hospice New Zealand has been working in collaboration with the Minister and the Ministry of Health on a funding increase, this funding is subject to the budget process that will be announced on 28 May.

“Hospice services cost millions of dollars to run, we are very grateful for the government support we receive but we still need the support of people in the community to keep services free of charge.”

This year’s Living Every Moment awareness campaign will sport the new branding Hospice New Zealand and many of the hospices throughout the country have adopted.

“Our new by-line encapsulates the essence of what hospice is about. It isn’t somewhere people go to die. Hospice is a philosophy on how to care for people with a life limiting illness ensuring they are able to get on with living every moment.”

“Depending on when our services are sought living every moment can take on a different meaning. It might be going to watch a sporting or cultural event; it might be time with family and friends, through to holding someone’s hand or feeling the sun on their skin through a window. The most important aspect is that we celebrate that person is alive and ensure they are receiving the care and support both they and their family need.”

Mary says the campaign aims to bust some of the most often held myths around hospice - that it will be gloomy, scary and depressing.

“Naturally there is sadness but there is so much good too. Working for hospice reinforces how precious life is and that it is the everyday moments are the real gifts that make a difference.”

Ms Schumacher says the campaign idea grew from a well timed text message received during a bad day that simply said – “Just wanted to say what a wonderful friend you are, thank you for everything” which left both sender and recipient feeling good.

“Expanding on that random act of kindness, we thought how we could create an opportunity for people to share everyday moments, big or small with people they care about. In a way that embodies the hospice philosophy of living very moment.”

Being a charitable organisation cost was a factor which is why Hospice New Zealand chose an online campaign, with no marketing budget, spread only by word of mouth and PR.

“It’s simple; all you have to do is visit our website www.hospice.org.nz. If you’re feeling creative you can start with a blank canvas, adding your choice of images, quotes and words as well as a personal message, then you preview and when ready email it to the person you want to send a moment to. If you need a little inspiration there is a selection of readymade moments all set for you to personalise and send.”

Hospice hopes the online aspect of the campaign will appeal to younger people and by sending a moment or passing the link onto friends you will be helping others to understand the philosophy and heart of hospice - enabling people to live every moment.

“It’s difficult to anticipate how this will catch on, its success depends on people creating and sending moments to as many people as possible, and sharing the link with others. We secretly hope that it will spread like wildfire and we will have tens of thousands of moments on our website, from all over the globe. Imagine how good it will make people feel receiving a moment and hospice’s awareness benefits at the same time.”

While there is no charge to send a moment Ms Schumacher says hospices would be extremely grateful for donations that are made.

“If people decide to donate money or contact their local hospice to find out how they can help perhaps as a volunteer, that would be fantastic, but greater than that is spreading the idea of living every moment and creating something good, that makes people smile and most importantly more people learn and understand what hospice is about.”
For more details about hospice and the campaign visit www.hospice.org.nz or call your local hospice.

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Further information about Hospice:
Hospice aims to improve the quality of life for people living with terminal illness, helping them to make the most of every moment. Hospices care for the person who is dying as well as their family and friends, working to meet the physical, emotional, social and spiritual needs of all.

Everything provided in the patients’ home in the community or at the hospice it completely free of charge. It costs millions of dollars to provide hospice services; currently around 53 percent comes from government the remainder is donated by the community through various fundraising activities.

Hospice key stats:

• More than 13,000 people received care and support from hospice in 2008, an increase of 22 percent from 2007.
• Hospice made more than 126,000 community visits, an increase of seven percent from 2007.
• There were more than 4800 admissions to inpatient facilities during 2008, an increase of five percent from 2007.
• More than 7000 people volunteered their time to work for hospice, an increase of 19 percent from 2007.
• These volunteers gave more than 455,000 hours of their time in various roles, an increase of 22 percent from 2007.

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