HPCA South Africa partners with celebrities and media to raise awareness of hospice and palliative care

Categories: In The Media.

Many volunteers and professionals combined their expertise to produce a 30-second television advertisement featuring Lucas Radebe. Once that was ‘a wrap’ it was time to tie and secure international cricket icon Jacques Kallis to film a second advertisement in the ‘quality of life’ awareness campaign for HPCA.

In December Jacques found a gap between tournaments in which he could give just two hours of his valuable time, free of charge, to the crew from Moonlighting Film Production Services. The day started with torrential rain, but just as Jacques was about to arrive to be filmed on the hallowed turf at Newlands Cricket Stadium in Cape Town, the rain abated and the sun shone.

After a few takes, many hours of pre-production and incredible organisation, we had another 30-second advertisement in the bag. To hear the words: “It’s a wrap,” gave great relief after months of planning, cajoling and securing top professionals in the advertising industry to give of their time and expertise free of charge.

A recent perception management survey, once again conducted pro bono by TNS Surveys, has shown that the top three charities in terms of awareness in our country are all child-related. This reinforces our belief that our advertisements need to be emotive. These two are – the first with Lucas involving his young daughter Owami and the second with Jacques, speak to the hearts of those watching them.

It is impossible to communicate the entire spectrum of Hospice services in just 30 seconds. What we have done, is captured emotion. Emotion is what activates someone to do something. We trust that the public will support hospice in an even more active way than before.

Casta Diva Pictures South Africa completed the two commercials for the Hospice Palliative Care Association (HPCA) with Lucas Radebe and Jacques Kallis. The commercials were directed by Garon Campbell and Erica Brumage. Garon, who works for top agency Saatchi and Saatchi, wrote the script in his own time. His father died of cancer.

Jenny Handley Performance (JHP) has for six years been spearheading the national palliative care awareness campaign for HPCA. Together with Zodwa Sithole, HPCA advocacy manager, JHP secured flighting times, free of charge, on national television. HPCA and JHP thank one and all for their support, encouragement and professionalism.

HPCA is a membership organisation for South African hospices. HPCA has eight regional association members from each province, Western Cape, Eastern Cape, Gauteng, KwaZulu-Natal, Free State, Northern Cape and North-West Province with Limpopo and Mpumalanga combining in one regional association. During the last decade HPCA has established national and provincial palliative care development structures to support and build capacity of member hospices and partner organisations in terms of the provision of quality palliative care. HPCA’s 2013 strategy includes integration of palliative care into the formal health sector to ensure greater access to palliative care for people in South Africa.

Palliative care is an approach that improves the quality of life of patients and their families facing the problem associated with life-threatening illness, through the prevention and relief of suffering by means of early identification and impeccable assessment and treatment of pain and other problems; physical, psychosocial and spiritual.

HPCA vision: Quality palliative care for all.

HPCA mission statement: To promote quality in life, dignity in death and support in bereavement for all living with life-threatening illness by supporting member hospices and partner organisations.

ehospice international congratulates HPCA and JHP for this inspired initiative. 

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