An independent evaluation of a recent national advertising campaign led by Palliative Care Australia adds further weight to the need for greater investment in the palliative care workforce and services.
Phase two of the 'More Than You Think' campaign ran in the second half of 2022 across TV, radio, print, and social media around Australia.
On social media alone 7.2 million people were exposed to the campaign, which sought to raise awareness of palliative care, and break down some of the attitudes that stop people accessing the support they are entitled to.
Campaign materials were produced in 11 different languages and focussed on Aboriginal and Torres Strait Islander, and multicultural communities.
Key results from the evaluation of the campaign conducted by Winton Research & Insights show a shift in attitudes and an increased understanding of palliative care:
- Before seeing any campaign materials, around 50% of people viewed palliative care as only being available at or near the end-of-life. Following the campaign that figure dropped significantly to around one-third (34%) of people.
- There was also a 10% increase in the number of people likely to ask for palliative care as soon as themselves or a loved one is diagnosed with a terminal, chronic or life-threatening illness.
Similar results were recorded following phase one of the campaign in 2021 which targeted all Australians.
"That idea that palliative care is only for the very last days of life is changing," says Camilla Rowland, CEO of Palliative Care Australia.
"People with life-limiting illness can and should engage with services years, months, and weeks before death – early engagement can sometimes have a dramatic impact on the quality of life people and families experience.
"The results of our advertising campaign coupled with the increased demand we are seeing through changing health and demographic trends, create a compelling argument for greater investment in palliative care."
PCA's May Budget Submission presents the Australian Government with a number of costed initiatives that need funding as part of wider health reform involving aged care, disabilities, Medicare, and primary care.
"We look forward to contributing to the reform work of the government and driving further change in 2023 and beyond," Ms Rowland says.
The 'Palliative care, it's more than you think' campaign was funded by the Department of Health and Aged Care, led by Palliative Care Australia and produced by Couch Creative.
