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To Change Families’ Minds, We Had to Understand Their Hearts

To Change Families’ Minds, We Had to Understand Their Hearts

Advertising | Digital marketing | Media planning | Social media


In a campaign workshop with Carroll Hospice nurses and volunteers, we uncovered a heartbreaking truth: families typically waited too long to call hospice, because they perceived it as “giving up” on their loved ones. That meant we couldn’t just market Carroll Hospice; we had to change the way people viewed hospice care entirely.


We built a fully integrated advertising campaign to showcase real-life examples of how Carroll Hospice goes above and beyond to transform end-of-life care into a deeply personal and surprisingly life-affirming experience for patients and their families.

Big Results

The campaign succeeded in changing perceptions, delivering a 47% increase in time patients spend in care. This means families are now calling Carroll Hospice earlier so that their loved ones can get much-needed care and comfort sooner.

Award Highlights

National Gold Award: Home Health/Hospice Marketing — Aster Awards
National Merit Award: Total Advertising Without TV — Healthcare Advertising Awards
Best Campaign of the Year: Runner-Up — American Marketing Association Baltimore


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Time spent in care


Overall admissions