This was a project we were passionate about, so were all in. Working with Jo de Joux, we created five heart-breaking stories about terminal patients, bringing the reality of their lives into New Zealander’s living rooms. This worked incredibly well, garnering 182,000 views, with a 49% click-through on digital ads. Facebook gained over 11,000 followers and 65.5% of New Zealanders voted ‘YES’ in the End Of Life Choice referendum. History in the making.
