When interviewing patients about their experiences at Keech Hospice Care we often hear how surprised they were to discover how warm and welcoming Keech is and how much support they can access. Indeed the same is also said by many of our visitors; there is a large gap between what people expect and the actual reality.
Sadly most people do still think hospices are only places where you go to die. At Keech this worries us enormously. Everyday we see and hear about the value we are adding to patients lives, but what about the ones who are too scared by the word ‘hospice’ to ever walk through our doors?
It is vital we get across the message that we are not just here for the very end. To help us do this we have used our latest annual report to dispel public assumptions that hospices are only places people go to die.
Producing an annual report is something that organisations do and, naturally, it does require a significant amount of time and financial investment. The annual report is an opportunity to tell people how we have spent their money and what we have done in the last 12 months.
Last year we decided if we were going to commit resource to producing an annual report it had to stand out, it had to be different and most importantly it had to be read. At its simplest level we wanted to create something people would be intrigued enough to pick up.
The unique approach Keech took with last year’s report ‘A story like no other’ helped us reach an even wider audience through local press coverage and social media. Winning The Third Sector Award 2015 for Best Annual Report also helped to secure internal support for once again being open to pushing the boundaries and doing something different.
This year we wanted our report to be bold and contain a strong message. Breaking from our brand guidelines the report has a black front cover with the message: Most people think hospices are where you go to die. Turn the page and the reader sees a complete contrast with bright colours and the message, Keech – a hospice full of life.
Our current annual report ‘A hospice full of life’ shows nearly half of all adults we supported in 2014/15 across Luton and South Beds actually went home after being in the hospice. For the children we support across Bedfordshire, Hertfordshire and Milton Keynes the number is even higher with 88% going home.
People may be shocked to hear these numbers. However these are important numbers for us to get across. They show hospices are not only places people go to die – in fact, it may sound strange to some, but it’s actually where living happens, not only for the patient but for the rest of the family too.
We produced an animation to accompany the annual report and again illustrate our hospice is not simply a place of death and dying but a place full of life. This was premièred at the launch event of our annual report. The launch was also an opportunity to come together and reflect the great achievements and successes of Keech over the last year.
All our 33 Keech shops across Bedfordshire, Hertfordshire and Milton Keynes displayed the annual report within the shop. Eye catching art work which mirrored the graphics used in the annual report dominated every shop window and further promoted the message that Keech is a hospice full of life.
Our biggest learning this year is that an annual report does not just have to be one document which is produced, distributed and forgotten about. An annual report provides an opportunity to celebrate success and unite the whole hospice using just one simple but very powerful message.
By taking a more unique approach, we’re confident we will be able to reach out and help more children and adults, and their families at a time in their lives they need it most.
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