“Act of Life, Act of Love”
Advance care planning is the process of planning for future health care. It gives people the opportunity to think about, discuss and record their preferences for the type of care they would like to receive and the outcomes they would consider acceptable for the end of their life.
In 2020, this has become a priority for the federal government. However, few people are aware of the necessity to communicate their preferences or make decisions relating to the care you would like to receive at the end of your life. Further, nobody is comfortable to think, talk or make decisions about it...not the person themselves, nor their relatives or carers.
Grey Matter wanted to develop a user-friendly “End Of Life Planning” (EOLP) digital solution aiming to be a single destination for Australians seeking End of Life Planning information, products and services.
Our brief was to help Grey Matter bring the new disruptive platform to market with the aim to reframe how individuals perceive and interact with EOLP - a classically taboo subject.
The first iteration of the App would focus on the provision of digital Advance Care Directives, and will be offered via both B2B and B2C channels.
With healthcare providers soon to experience pressure to adopt new compliance requirements, challenging the status quo in Advance Care Planning by presenting information in a fresh way is an important driver for the future success of the EOLP Australia business.
To be successful, we knew we would need to reframe the conversation about EOLP while re-imagining the traditional user journey and choice architecture that surrounds it. To achieve this, we worked with Grey Matter in developing this user journey built around a wider community insight and concept.
Whilst EOLP Australia’s product offering has the potential to benefit the lives of many, the brand itself needs to be defined and developed to most effectively engage with its target audiences.
From a comprehensive strategic framework including research interviews and workshop, we were able to articulate a unique strong idea: present the act of planning your end of life like an act that is part of life (in the same way you would subscribe to an insurance policy); framing the big Idea: Act of Love, Act of Life.
With this idea, we believe that end-of-life planning is - an ‘act of love’ to ensure your family and friends are supported through the transition. An ‘act of life’ to help individuals let go of fear and get back to enjoying their life.
The Flamingo name and symbolism brings softness to the overall topic, capitalising on the rich symbolism of this unique bird: maintaining a sense of balance in your life? Looking to remain steadfast amid chaos? Flamingo, as a Spirit, Totem, and Power Animal, is here to help! Flamingo teaches you how to stand strong in the face of a storm, all while showing you how to tap into your inner well of harmony!
In addition, the app works to simplify, accelerate and take the sting out of EOLP by skipping the jargon and transforming long forms into a series of quick targeted questions.
This smart solution and product brand shifts the conversation away from ‘death’ and towards an ‘act of love’, so individuals and families can live more and worry less, knowing an EOLP is in place.