There’s more to hospice care than you think

CHALLENGE

Make the community stop and reconsider what hospice care actually means.

To most people, ‘Hospice’ effectively means ‘Game Over’. This is no less true for healthcare professionals as it is for the average citizen. For Cayman Hospice Care, this was a big barrier to getting physicians, patients and their carers to accept that, as a non-profit organisation, it offers long-term palliative as well as end-of-life care.

This unfortunate cognitive barrier often results in a reluctance on the part of physicians - in what is a perceived admission of failure - to refer their patients, even those who are not at end-of-life stage) to the Hospice’s expert palliative care. Desperately needy patients were unnecessarily suffering within the cure-oriented mainstream of medicine, and therefore missing the significant benefits the organisation offers.

SOLUTION

Break out of the confining box that ‘Hospice’ implies. Develop a positioning and a supporting identity that, in time, stands in the mind for a wider range of care that happens to include hospice care.

The organisation agrees to moves away from the logical descriptor ‘Cayman Hospice Care’ to a more human and friendly ‘Jasmine’.

‘Jasmine’ is chosen for its positive associations of well-being, as well as its linguistic simplicity and friendliness. The new identity’s launch strategy seeks to exploit the initial anxiety of any change to a cherished local institution as well as the inevitable curiosity of: “Why Jasmine?”.

A visual identity system formalises the legacy colour palette and includes a five-petalled flower motif - each petal representing the organisation’s core values: Dignity, Compassion, Support, Community and Quality of Life.

RESULTS

Natural reluctance for radical change was quickly dispelled as the Jasmine deftly and passionately rolled out their new identity. It certainly helped that Jasmine was opening its impressive new care facility. Now the charity is rising quickly up the ranks of the market’s most important non-profits.