We Make Time Count.
One of the biggest challenges for hospice care providers is standing out in a crowded market where many offer similar services, such as palliative care, end-of-life support, and bereavement counselling. In such a competitive space, differentiating on services alone is difficult.
Waipuna Hospice faced a significant challenge in shifting the public's perception. The previous messaging, heavily based on rational information about services, didn’t capture the deeper emotional value of what Waipuna Hospice truly offers: helping patients live fully until their last moments. The perception of the hospice as solely a place for end-of-life care needed to evolve into one where the focus was on living well in those final stages.
Additionally, this lack of emotional resonance made it difficult to motivate the public to support the hospice financially, limiting donations that are crucial for Waipuna Hospice to continue its services.
INSIGHTS:
Through research, we identified a key emotional insight: people’s perception of ‘time’ changes when they are faced with limited life expectancy. As time becomes more precious, every moment matters more. Waipuna Hospice plays a crucial role in supporting patients and their families to make these moments meaningful.
This insight led us to the foundation of our new storytelling platform: “We Make Time Count.” This wasn’t just about end-of-life care—it was about enabling people to live well with the time they have left.
THE IDEA: “We Make Time Count”
The creative idea centered around this powerful concept: We make time count. Rather than focusing on death, this new brand platform highlighted the quality of life Waipuna Hospice gives to patients in their final days. The goal was to shift from rational information to emotional storytelling, capturing the heart of the hospice’s work.
EXECUTION: Building Empathy through Storytelling
1. Brand Identity Refresh: To support this narrative shift, we created a fresh identity for Waipuna Hospice. The new branding reflected warmth, empathy, and support, aligning with the mission to show that Waipuna Hospice is about living well, not just about dying.
2. Storytelling Platform: We developed a storytelling platform that focused on real-life stories from patients and families. This human-centered approach shifted the focus from services to impact, allowing the public to see the profound difference the hospice made in people’s lives.
3. Website & Social Media Rollout: The new messaging and identity were rolled out across the Waipuna Hospice website and through a targeted social media campaign. Engaging video content and personal stories are shared across platforms, creating a consistent narrative that resonated emotionally with the audience.
