The way we care for our dying is a meaningful indicator of our society’s values. Yet, death isn’t a subject most of us like to think about. In fact, Western society tends to take a very head-in-the-sand approach to the subject. Palliative Care Queensland (PCQ) passionately believes that we need to encourage and accelerate conversations around having a life-limiting illness, and the fact that all of us will die one day. PCQ has seen first hand that engaging with the subject more openly, on a personal and societal level, leads to better, more empathetic care for the sick and their families and, ultimately, a kinder, more dignified final chapter. This ethos has been brought to life in a thought-provoking, poignant and beautifully-crafted new campaign.
The campaign is centred around a stop-motion animation short film called ‘The Cassette’, which tells the story of a man who is visited by Death. Surprised that his time is almost up, the protagonist doesn’t meekly bow out, but decides that he wants to go out on his own terms, with one last spin of his favourite song, the Pixies’ classic Here Comes Your Man. How the scenario plays out, and how his wife and daughter react, is a bittersweet story of mixed emotions that’s equally surprising, heartbreaking and uplifting.
PCQ CEO Louise O’ Neill said, “Death happens to us all, but our experiences and beliefs around this universal moment are unique. However, whatever those individual perspectives,
preparing for death makes it easier for everyone. At PCQ, we passionately believe that empathetic palliative care starts with those living with a life-limiting diagnosis, reflecting on how they want their final chapter to play out – how they would like to be treated, where and who they spend their time with. The aim of this campaign is to encourage people to have conversations before the final chapter arrives so their wishes are clearly communicated and considered. Preparing for death ensures we are afforded expert, sensitive care, and die with the utmost dignity. It also makes it easier on loved ones. We are grateful for the ongoing support from Queensland Health.”
PCQ Board President Dr Anthony Herbert added, “Palliative care is a human right for every age and every stage. Navigating this uncertain and difficult time can be overwhelming, but the right resources, information and support can be a huge help. And being prepared for death rather than scared of it, can make the journey calmer, less stressful and more comfortable for people with life-limiting illnesses and their loved ones.”
The campaign has been created by independent creative agency Cocogun, alongside award-winning production company, Rowdy. Cocogun co-founder and MD Chiquita King said, “We needed to approach the topic with the utmost sensitivity and respect, while challenging people’s reticence to talk about the inevitable. Stop-motion animation was a deliberate strategic and creative choice to ensure we captured a story that was relatable, heartwarming and provocative without being insensitive or too confronting. We believe the story we’ve told and the way we’ve told it, lands the message in a unique and memorable way that will have an important impact on the way we think about death as a society.”
The campaign was directed by Catherine Prowse in a painstaking stop-motion animation process. She said, “It was a wonderful experience directing a film about such an important subject that touches everyone at some point during their lives. My approach was to heighten the emotion and add that human touch by creating a tactile, hand crafted feel across every element of puppet, prop and set design. I’m really proud of the minute attention to detail all the crew brought to the project, and I hope it adds an extra layer of depth to a beautiful story we’re telling.”
You can find more information at palliativecareqld.org.au/makedeathlessscary
Credits:
Palliative Care Queensland:
Louise O’Neill, Chief Executive Officer
Debbie Singh, Program and Policy Manager
Michael Levick, Senior Communications Officer
Cocogun:
Ant Melder, Creative Partner
Loz Maneschi, Senior Art Director
Jimmy Williams, Senior Art Director
Lewis Clarke, Lead Copywriter
Chris Clausen, Design Director
Chiquita King, Managing Director
Monique Pardavi, Executive Producer
Rowdy:
Director: Catherine Prowse
Producer: Daisy Garside
Director of Photography: George Warren
Gaffer: Aldo Camilleri
Art Direction: Sarah Crombie, Yossel Simpson-Little
Puppet Makers: Adeena Grubb, Emma Niemis
Additional Puppet Maker: Areeya Bass
Animators: Anita Bruvere, Tony Farquhar Smith, Steve Warne, Max Martin
Compositing: Rory Waudby-Tolley
Colour Grade: George Warren
Storyboards: Victoria Budgett
Character Design: Rachelle Slingerland
Concept Art: Julliet Michel
2D Illustrations: Rachelle Slingerland and Maureen Van Der Hout
BTS Filming: Joe Eckworth
Shot at: Clapham Road Studios
Smith & Western:
Dan Higson, Executive Producer and Sound Designer
Nick West, Creative Director
Jacob Hedges, Sound Designer
Track: Pixies – Here Comes Your Man
Music Supervision: Level Two Music
Music Publishing: Universal Music Publishing
Music Recording: Beggars Group
