The Central Massachusetts Partnership to Improve Care at the End of Life
approached Davis Advertising to create a marketing program designed to
inform the general public about end of life initiatives.

Davis Advertising decided to take on this pro bono assignment after
discussing a needs analysis with a group of physicians and clergy from the
area. The meeting focused on the continuing problem associated with end of
life issues. Patients entering area hospitals, without end of life proxies, was
putting a huge burden on family members, physicians and religious leaders.
It was decided that an educational program would be created to increase the
number of healthcare proxies for patients entering the hospitals.

Our first goal was to create a name and brand line for the initiative. Our goal
was to clearly identify the group as a non-profit educational organization
with a multicultural and multi-religious background.

The theme line and logo would have to present the organization in a very
positive perspective while dealing with an emotionally upsetting issue. The
logo and theme lines must convey the positive results for the individual and
their family when a health care proxy was in place.

Davis Advertising created the award winning, “Better Ending” name and
the theme line “Assure your final wishes.” The artwork, created by an artist
at Davis Advertising, used the symbol of a butterfly to show how beautiful
but also how fragile life is.

Brochures, titled “Conversations before the crisis” were created to appeal to
different ethnic groups in the community including the African American
and Vietnamese communities.

In the words of Christine McClusky, the project director, “You can take
great pride in knowing that you are contributing greatly to the realization of
our vision.”

The staff of Davis Advertising donated all work on this project.

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