This project was about creating a campaign and branded experience, with the aim of changing people’s opinion on a controversial or charged subject. The topic for this campaign is Voluntary Assisted Dying or VAD. This is the process of choosing to end ones life with the help of a medical professional. It is currently legal in all Australian states, but discussing the end of someone’s life and especially VAD can still be a taboo and uncomfortable subject.

With the campaign the goal is to get people to view VAD as the final gift you can give a loved one. By being there for the people you love when they are going through a very difficult time, the feeling won’t be uncomfortable or scary, but instead warm and gratifying.

The idea with the branded experience is to create a walk through exhibition where people get to step into the shoes of the people who are going through VAD and the affected family members, giving people a first hand experience into how VAD can bring families together.