There may not be a lot of people who know what exactly palliative care is. The full-service digital agency, Medulla communications, has therefore, released a new campaign titled 'Last Words' for the Indian Association of Palliative Care with the aim to make people aware about palliative care.
Directed by Rahul Sengupta of A Nineteen Films, the campaign was released by the Human Rights Commissioner at the Indian Association of Palliative Care conference held between February 12-14, 2016, in Pune, before an audience of more than 500 healthcare professionals and healthcare agencies.
Even today, most people have no clue about palliative care, informs Akali. "This project is a tiny attempt to question the current medical system, get people to start a conversation on palliative care, and finally pledge to opt for it. The campaign has garnered very good responses until now on social media, and we hope that it would be more popular among the audience," he says.
According to Praful Akali, founder director, Medulla Communications, says, "The whole process was vast and is a part of a bigger extensive initiative. We interviewed 200 real-life nurses who narrated their experiences regarding palliative care. We had to research and find out the authenticity of the stories. A few nurses were then selected and were showcased in the video. This is more of a social awareness campaign rather than a promotional one."
Medulla Communications is a healthcare and pharmaceutical communications agency which was started by Praful Akali seven years ago.Its client portfolio includes healthcare and pharma companies such as Johnson and Johnson, GSK, Novartis, Pfizer, P&G, among others. Last year Amit Akali joined as chief creative officer of the agency. Praful and Amit together also started What's Your Problem, a digital focused full service agency. What's Your Problem, along with its sister agency Medulla Communications (a full-service healthcare and pharma agency), provides services in strategy, social media, SEO, SEM, digital media planning, analytics, YouTube marketing, web-development, art and design, UI/ UX, copy and content, video production, and animation.
The Indian Association of Palliative Care (IAPC) was set up on March 16, 1994, in consultation with the World Health Organisation (WHO) and the government of India as a national forum to connect, support and motivate individuals and institutions involved in palliative care. The 23rd International Conference of the Indian Association of Palliative Care (IAPCON) was held from February 12-14 at Hotel Hyatt Regency, Pune.