SHC launches social campaign to start conversations on end-of-life care

Singapore Hospice Council (SHC) has launched #LendYourInstagram social media movement to increase awareness of hospice care and inspire Singaporeans to start a conversation about end-of-life care with their loved ones. The initiative invites netizens to dedicate their social space to help share stories of patients and palliative care providers.

“There is a stigma that hospice care is for people who have given up on living, but that’s far from the truth - it is a holistic approach that focuses on quality end-of-life care. Through these stories, we hope more Singaporeans understand how hospice care brings comfort, dignity and support to patients and their loved ones,” said Yeo Tan Tan, chief executive at SHC.

Produced in collaboration with BLK J and Havas Media, #LendYourInstagram is part of a three-year campaign themed “Live Well. Leave Well" that aims to break the taboo around death and encourage Singaporeans to plan ahead. The campaign video featuring the stories has garnered over 560,000 views and near to 150,000 likes on Instagram in three days. In a press release, BLK J CEO Rowena Bhagchandani said that the move seek to leverage social media space and make end-of-life care part of a "normal discourse".

SHC will also be co-organising “A Caregiving Community” event with South West CDC on 11 and 12 May at Westgate. There will be educational talks and entertainment programmes for the public to learn about caregiver support, palliative care and advance care planning.

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