Protected: Hospice Week 2026 – Association of Palliative Care Centres
ABOUT THE PROJECT
Hospice Week 2026 took place from 4 to 10 May under the theme “Access for All, Recognition by All”. The Association of Palliative Care Centres’ (APCC) campaign focused on equitable access to palliative care across South Africa and the essential role of accredited providers in supporting people with serious illness and their families.
Patient experiences and perspectives from care teams brought the issues into focus: late referrals, uneven funding and gaps in access. The campaign called on healthcare professionals, medical aids, policymakers and communities to recognise and support palliative care, so that more people can benefit from it earlier in their illness.
BRIEF AND REQUIREMENTS
Brief
Lead the development and delivery of the APCC’s Hospice Week 2026 campaign, using the annual awareness week to strengthen understanding of palliative care and advocate for equitable access across South Africa.
Requirements
MANGO-OMC shaped the campaign strategy and developed the concept, “Access for All, Recognition by All”, with messaging and a visual identity carried across the campaign.
Our work covered sourcing patient stories and professional insights from APCC members, writing and refreshing the content, and uploading it to the website. We developed the campaign page brief, copy and navigation framework, connecting these stories with information about accreditation and access to care.
We managed creative development and production across website banners, social media templates and daily campaign visuals, alongside content and publishing for Facebook, Instagram and LinkedIn, targeted paid promotion and resources for member participation.
Media relations included press release writing and distribution, media liaison and interview coordination, followed by securing permission to host broadcast coverage and uploading it for further sharing. Measurement and reporting brought together media, website and social media results.
WHAT WE DID
We built the campaign from the ground up. Our concept, “Access for All, Recognition by All”, gave the APCC a clear advocacy platform, with messaging and a visual identity that connected the call for access with the people behind it.
We worked with members to uncover patient stories and gather insights from care teams, then wrote, refined and uploaded the content. These experiences anchored a dedicated campaign page, for which we developed the brief, copy and navigation, giving visitors clear routes to explore stories, understand accredited care and find services.
The campaign came to life through website banners and daily social visuals, with copy tailored to Facebook, Instagram and LinkedIn. Targeted paid promotion extended its visibility, while templates and a content plan helped members bring the campaign into their own communities.
We took the message to newsrooms through press release writing, distribution, pitching and interview coordination. Broadcast interviews gained a further audience through APCC’s media centre and social channels, with permission secured for each recording. Throughout, we tracked media coverage and digital activity to assess the campaign’s performance.
OUTCOMES
The campaign expanded APCC’s visibility across national and regional media. Reported media reach increased from approximately 10 million in 2025 to 17.1 million in 2026.
Website sessions more than doubled compared with the same reporting period in 2025. Views of the “Find a Palliative Care Centre” page increased by 47%, showing greater interest in locating care alongside the wider awareness generated.
Member participation extended the campaign into local communities, connecting the national call for access with the organisations delivering care.
These headline results provide a broad overview of campaign performance. Confidential client information and detailed internal reporting have been excluded.
