Regional Hospice and Palliative Care’s new animated ad campaign wins awards

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Working in collaboration with Regional Hospice’s President and CEO Cynthia Emiry Roy, the Shadow Group creative team was comprised of J.J. Sedelmaier, producer of MTV’s “Beavis and Butthead”, SNL’s “The Ambiguously Gay Duo”, and Cartoon Network’s “Harvey Birdman”; John Colquhoun, creator of Little Cesar’s “Pizza! Pizza!” character; Stephen Hersh, creator of campaigns for Goldfish Crackers, Milano Cookies, KFC and Jell-O; and Marvin Waldman, a former Executive Creative Director and Executive VP of Y&R Advertising.
“We’re so pleased that our Making the Best of Everyday ad campaign has been recognized for its excellence and creative approach,’ said Cynthia Roy. “Our mission is to motivate discussion and encourage patients and their families to look at the end of life in a different, more meaningful way and these ads are definitely helping to get those conversations started.”
The series of three animated spots feature a realistic, holistic, unexpected, even humorous approach to the difficult topic of end of life and the importance of dignified hospice care. The ads contain messages that are informative, but also warm and very relatable. The first commercial, “Discussion,” wryly shows the discomfort children have with deciding how to handle Dad’s dying days. The second spot, “Mischief,” shows how a mother who, with the help of Regional Hospice, is able to maintain her impish sense of self even in her last days. The third spot, “Beep Beep,” dramatizes the concept of Making the Best of Everyday by giving us a glimpse into a day in the life of two hospice patients, an older man and a little girl. (
In addition, Ms. Roy was recently named the winner of the gold Stevie® Award in the Female Executive of the Year category in the 14th annual Stevie Awards for Women in Business, one of the world’s top honors for female entrepreneurs, executives, employees and the organizations they run. Recognized as an expert in end of life care and palliative care for the last 20 years, she joined Regional Hospice and Palliative Care as President and CEO in 2007 and has since grown the organization to a $18 million corporation. In 2010, Cynthia began lobbying state and federal representatives about reinventing Connecticut’s antiquated hospice care for inpatient hospice. After several years of tough negotiations, she succeeded in changing the hospice industry in Connecticut. And in 2015, her dream of a special facility dedicated to the comfort and dignity of patients and their families came to fruition with the opening of The Center for Comfort Care and Healing – the first and only not-for-profit, all-private suite facility in the state. The facility is dedicated to helping patients live out their remaining days in peace and comfort. Through Ms. Roy’s efforts, every hospice facility going forward, both not-for-profit and for profit, must adhere to the new innovative regulations.
“I was thrilled to be honored with a Stevie Award,” said Roy. “My hope is that this recognition brings greater attention to the importance of good hospice care and to the conversations that families need to have in advance to make sure that their loved one’s wishes are met. This will ensure that the patient can end their days with dignity and by making the most of all the days they have left.” 
About Regional Hospice and Palliative Care
Regional Hospice has served Fairfield, New Haven, Hartford & Litchfield counties with nonprofit home hospice care for over 30 years. In 2015, we opened our state-of-the-art Center for Comfort Care & Healing. This family-centered hospice residence is CT’s first and only private-suite facility. Its mission is to provide exceptional end-of-life care, comfort and compassion to infants, children, adults and their families with a dedicated staff of professionals.

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