With palliative care and end of life being such sensitive subjects, any communications representing ARV’s Palliative Care services needed to carry just the right tone and gentleness. After spending time meeting with Christine Lancaster, palliative care CNC at (then known as) ARV, copywriter Mark Sharman and I learned of her philosophy and her visual language of a butterfly, that palliative care should gently touch those who need it without leaving any sense of pressure.

The brochureware thus picks up on that metaphor of the butterfly, the copy is warm and respectful, reflects the dignity of and an appreciation for the journey, and is further supported by pull out quotes that capture various thoughts on life and death.

Copy: Mark Sharman

Client: Anglican Retirement Villages (now Anglicare)