O&M poster aims to raise awareness of Living Will benefits

Ogilvy & Mather has created a press and poster campaign to raise awareness of pro-choice Living Wills.

VES, formally known as the Voluntary Euthanasia Society, commissioned the campaign as part of its undertaking to give people more control over the way they are treated by doctors.

A Living Will is a document that records how an individual wants to be treated should they become unable to communicate due to a serious illness.

The ad is presented in the same style as a page in a book. The long text, which is written without punctuation, details some of the medial procedures patients can suffer in the final stages of illness.

The ad ends with the words: "With a living will, you decide when to end the sentence. For more information visit www.livingwill.org.uk."

The campaign was written by Justin Barnes and art directed by Ben Callis.

It will only run in donated local press and poster sites.


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