With you to the end

In October 2023, Marie Curie, the UK's leading end of life charity, launched a new TV and digital awareness campaign highlighting the importance of having a good end of life experience, whatever the illness. One which allows you to live well, free of pain and surrounded by loved ones, right up until you die.

The objectives of the campaign were to build brand awareness, deepen understanding of Marie Curie's mission beyond cancer care, and encourage the public to engage with the topic of end of life.

Inspired by real stories from Marie Curie nurses and beneficiaries, the film, directed by Shannon Murphy and produced by Forsman & Bodenfors, depicts diverse end-of-life experiences with honesty and compassion, balancing challenges at end of life with warmth and humour.

The film was shown across ITV, Channel 4 and digital terrestrial, as well social media platforms (Meta, YouTube, and X) through different cut-downs.

The campaign reached over 181 million UK adults via TV, received 14 million views on Meta and YouTube, and saw a 25% uplift in understanding of Marie Curie's mission against target. The film received positive engagement on social media channels, and the campaign saw a 17% rise in donation consideration.