Designing a Global Awareness Initiative For End-Of-Life Planning

Challenge

Discussing how we want to die is an important and often costly conversation that many avoid. How can we encourage this discussion in a cost-effective and social way? Chef and speaker, Michael Hebb, initiated a local approach to help families and friends have these challenging conversations. Our task was to create an accessible, widespread movement that would empower people globally to engage in these difficult discussions with support. We focused on end-of-life planning and addiction, launching initiatives known as 'Death Over Dinner' and 'Drugs Over Dinner'.

Solution

Death Over Dinner is an online, interactive 5-step guide designed to help individuals plan, host, and moderate conversations around end-of-life care with loved ones. This guide facilitates meaningful discussions and helps shift perspectives on difficult topics. The format of this guide has been adapted for other important conversations, including Drugs Over Dinner and Seder. We refined the business model and white-labeled this technology, creating custom packages for client and cause-specific adoption.

Results

To date, over 100,000 people in 30 different countries have used this platform. The digital platform and approach was recognized globally and bought by the Canadian and Australian Governments to respectively launch their own localized version.