How do you motivate fit and healthy middle-aged Australians to plan for a time when they are too unwell to make their own medical decisions?
Advance Care Planning Australia has developed a series of creative messages to shine the spotlight on this poorly understood, but increasing health priority, including one that depicts an unconscious patient in hospital, unable to make their own medical decisions.
The campaign is part of National Advance Care Planning Week, which is being held to raise awareness Australia-wide, from April 1 to 5.
"We know that around 50 per cent of people will be unable to make their own end-of-life medical treatment decisions, yet only 15 per cent of Australians have an Advance Care Directive," said Dr Chris Moy, Chair of the AMA Ethics and Medico-legal Committee and ambassador for National Advance Care Planning Week.
"While the image may be confronting to some people, for those of us working at the coalface of health care it's reality. We see too many people end up in situations like this – with no voice or choice in the care they receive. We need to do better.
"Our aim is for people to look beyond the 'shock factor' and educate themselves about the benefits of advance care planning and the peace-of-mind it can bring to individuals and their families.
"We constantly hear about healthy ageing in the media, but too much of it is focussed on the present. An important part of health ageing is making informed choices about your care and planning ahead for future events. Advance care planning can provide clarity and certainty, rather than leaving it to others to decide for you."
The confronting image is currently being shared on social media, where it is stimulating interest and discussion.
With the understanding that different people respond to different messages, this image is part of a broader suite of creative images and messages, including those that reinforce personal autonomy and choice, encouraging people to take active control of their future health care.
Those wishing to get involved in National Advance Care Planning Week can attend an event and/or request a free email starter pack. More information can be found at acpweek.org.au where relevant State or Territory forms can also be accessed.
