Dignity in Dying · 2024
Let us choose
The Challenge
The Assisted Dying Debate has been one of the biggest news moments of our time - and John Doe was at the heart of it.
The Approach
We developed ‘Let Us Choose’ with Dignity in Dying - a through-the-line campaign that included advertising, media relations and an experiential moment just steps from Big Ben. All turned around within a matter of weeks, when MP Kim Leadbeater accelerated the discussion by tabling a Private Members Bill in the House of Commons
The Solution
Featuring real people affected by the issue of terminal illness, the campaign sensitively drew attention to a once-in-a-generation vote that could pave the way for assisted dying to be legislatively introduced to the UK for the very first time.
Results
Over 620 pieces of coverage
3,000 wishes included on ‘Dying wish trees’ installed in Parliament Square
Local events and bespoke comms to all MPs
Tanqueray Gin