There have been 30 failed attempts to pass a voluntary assisted dying law in Australia. When Victorian parliament announced a new Bill, Go Gentle Australia, wanted the public to engage local politicians.

The challenge

To get Australians to stand up for legislative change, and encourage politicians to vote YES on the Voluntary Assisted Dying Bill in Victoria – all while navigating a complex stakeholder network, and shifting Parliamentary calendar.

solution

This brave, high-impact integrated campaign was created to reframe the suffering of a terminally ill patient as a thing of horror, featuring a compelling content piece in that genre. To capture the public’s attention the strategy was using amplification and engagement through media which will consume and spark conversation and get the public to take action.

At the heart of the campaign was Stop the Horror – a short film created with Australian Director Justin Kurzel. Unbeknownst (initially) to viewers, it documented the real-life story of the final days of a terminally ill patient’s life, with viewers immersed in the traumatic experiences of Victorian father, Greg Sims, and his family.

The distressing six-minute film allowed viewers to opt out and ‘Stop the Horror’.

The process

In this project, I am the UI/Visual designer. To begin my process, I looked into the action map to better understand the scope of the work.

To dive right into it, I started focusing on creating the UI system and built an inventory. First focusing on the colours to make sure the accessibility is inclusive to all people. Typography, finding the right fonts to convey a sense of personality and voice that reinforces the serious subject at hand. Iconography that unifies and are easily identifiable so it can enhance usability and improve the user experience.

my approach

It all began with PR & seeding, getting the words out there to get people start talking.

So upon landing on the microsite, it is necessary to protect younger viewers from the content. So I designed the age gate page layout as you would see at the movies before the film starts playing.

When designing the page layout whether that’s the age gate, landing page and thank you page, they are all design to responsive web. The number of smartphone users are increasing so more and more people are browsing the web on their phones so it’s vital to design for the people on the go and it easy to digest when it’s minimise and prioritised.

The main goal in this project is to ask and capture viewer's data and help stop the horror by letting their local politicians know they support this law. The sectioning really allows the content to breath nicely on mobile so it is re-organised in a way that it doesn’t overly increase the length of the page.

Once the data’s collected, supporters were supplied with contact details of their local politicians so they could phone, email or visit them on a responsive eDM.

RESULTS

OVER $4.2M IN EARNED MEDIA
280 MILLION TOTAL REACH

For the first time in state history, voluntary assisted dying is legal