“Obitcheery” & “Die Die Must Say”


Project details


Lien Foundation

Agency Partner

Mandate Communications


In our society, death is a taboo subject for many families, and it is hard to get both the young and old to discuss about death and dying. As part of its on-going mission to spur "die-logue", Lien Foundation constantly sought innovative and collaborative solutions to break the norm.


One such initiative was "Obitcheery". The goal was to help de-stigmatise death. Instead of solemn mourning, we celebrated the life of the deceased. Departing from the usual black-and-white format, we created attractive in memoriam ads (or obitcheeries) in bright, bold colours. The initiative was well-received, and possibly had influenced the many colourful ads that are more commonly seen in today’s obituary pages.

Following the success of the campaign, another initiative was launched. "Die Die Must Say" was a Chinese language campaign that targeted the Chinese-speaking heartlanders, whose awareness on death and palliative care matters was low. It aimed to get the Chinese community to start talking about death. Together with the support of Lien Foundation and ACM Foundation, we created a campaign with multi-touch points: a series of stage shows or "Getai" was planned in different HDB heartlands to reach out to our target audience; an original song and a music video were produced to present the topics in a fun, engaging manner; print advertorials, on-ground booklet distribution, radio talk shows and a counselling hot line had all helped to get the end-of-life conversations going.


Through enlisting 2 popular hosts in the getai circuit as our ambassadors, the response was overwhelming as it was full-house at every show with widespread news coverage and word-of-mouth publicity.