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.
"DIE DIE MUST SAY"
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.