Hospice Palliative Care: Public Awareness Raising Framework

Prepared by Acart Communications Inc.
For Health Canada
March 29, 2006

Help on accessing alternative formats, such as PDF, MP3 and WAV files, can be obtained in the alternate format help section

(292 K)

Table of Contents

Executive Summary

Introduction

Main Definitions

Strengths, Weaknesses, Opportunities, Threats - Swot Analysis

Key Issues

Hospice Palliative Care Continuum

Hospice Palliative Care Continuum Matrix

Target Audiences

Reasons to Segment the Target Audience from the General Public to Sub-segments
Target Audiences - Canadians
Target Audiences - Health Care Providers

Single-minded Proposition

Desired Vision
Desired Perception
Desired Action
Single-minded Messages for Canadian Audiences
Single-minded Message for the Health Care Providers

Messaging

Umbrella Theme
Key Messages for the General Public
Key Messages for the Health Care Providers

An Issue Related to Naming

Communications Roadmap

Target Audience: Older Baby Boomers
Target Audience: Seniors
Target Audience: Women
Target Audience: Health Care Providers
Evaluation

Media Recommendations

Option One: Advertising
Option Two: Advertising and Media Relations
Option Three: Media Relations
Additional Idea: Partnership Development for Canadians
Additional Idea: Partnership Development for Health Care Providers

Appendix A

Hospice Palliative Care - Associated Words

Appendix B

Characteristics of Hospice Palliative Care

Notes