Life Before Death
Client: Lien Foundation
The Challenge
Death – a universally controversial and taboo subject.
We needed to portray the issues surrounding the end of life in an interesting, insightful and meaningful way. So that people will start to think about their eventual futures, and be keen to share their thoughts with others.
The Insight
Death is inevitable, but no one likes to talk about it. People spend their days fearing the end of life, forgetting that in the time before that, they should live it to the fullest.
The Idea
We decided to personify Death with a refreshing attitude, by portraying him as an optimistic character that celebrates Life Before Death.
So Lien Foundation, a philanthropic organization, created a website where living users can ‘consult’ with Death about living Life. On it are applications that will help them create their Last Playlist, a Bucket List and say the things they really feel to their loved ones.
For active social engagement, users could also interact with these applications through Facebook Connect. And most importantly, share with their friends about their outlook towards Life Before Death.
Results
The website was launched globally on 15 July 2010 with no media drivers. Only word-of-mouth and PR to drive awareness. Yet, in the first month, there were 92,000 page views with our audience spending an average of over 2 minutes on the website. To date, there are nearly half a million page views of the website.
Also, the results of the world's first-ever Quality of Death Index survey commissioned by the Lien Foundation were presented here, which sparked off even more conversations about the improvement of the quality of palliative care.
Life Before Death has since received numerous mentions on advertising blogs, personal blogs, multiple tweets and retweets.
Website Launch Date
30 June 2010