Indian Association of Palliative Care: Last laugh

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for end-of-life care in India by launching a stand-up comedy show performed by terminally ill patients.

Campaign details

Brand: Indian Association of Palliative Care (IAPC)Agency: Medulla Communications Country: India


  1. Engage the audience and start a conversation about a topic, which no one wanted to talk about - death and palliative care
    • Target - 1 million views and 30 million impressions on social media
Through the IAPC network, we met lot of terminally ill patients and closely observed them. We were amazed to see that once they had accepted the idea of their imminent death, they were able to talk about death and see life differently. They wanted to maximise whatever time was left. We decided to use 'contagious positivity' to make other people realise their irrational negativity wrt death and break the cultural taboo: say it with a smile. Instead of challenging people's beliefs head on, we wanted to effortlessly influence them. Hence we decided to use the Stand-up comedy route. Using comedy to discuss death resolved several challenges:

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