Hospice of the Piedmont
Your Peace, Our Purpose
_SECTOR: PUBLIC HEALTHFor the past 40 years, Hospice of the Piedmont (HOP) has provided expert care and peaceful resolution to Virginia families. As a community-based nonprofit, HOP offers hospice, palliative medicine, grief counseling for adults and children, education for medical professionals, and more.
Since 2021, we’ve worked with HOP to reposition and rebrand the organization and create public-facing campaigns to change the narrative around illness, death, and grief in the community.
Branding | Campaign Development | Copywriting | Graphic Design | OOH | Organic Social Media | Organization Building | Paid Social Media | Public Relations | Radio | Research | Strategy | Video Production | TV | Web Design _THE CHALLENGE
As one of the first mission-driven nonprofit hospices in Virginia, HOP was in need of a rebrand and repositioning to connect with audiences and demonstrate the unique community-based care they have to offer.
While most people are familiar with hospice, many don’t start thinking about it for themselves or their family until too late. Hospice of the Piedmont wanted to change the narrative around hospice, to empower people to make their own decisions around hospice care in order to give them the comfort, confidence, and control they deserve during their last chapter.
_SEARCHING FOR THE SIGNAL
Understanding that most people are hesitant to begin the conversation about hospice with their doctors and loved ones, we developed a clean, accessible, and engaging new brand and bold new messaging guidelines for HOP.
By positioning HOP as a reliable stalwart of the community and speaking confidently and clearly on the subject of death and dying, we have helped HOP show up for Virginia families in a way that speaks to their needs directly. Rather than shying away from a topic that most people find challenging, HOP stands out as an organization with the knowledge and strength necessary to support families during hard times.
_EMERGENCE
With a new logo, visual identity, and messaging framework, HOP launched its refreshed website in August 2022, followed by a series of targeted ad campaigns.
The first campaign focused on reintroducing HOP to the community by highlighting real staff members and patients. The second focused on reframing hospice care as a service for the final months of a patient’s life, rather than the final days. In both cases, we sought to engage families earlier in the aging and illness journey.
Both campaigns appeared across multiple channels including TV, radio, social media, search, out-of-home, and more.
_EVOLUTION
Our efforts have not only boosted patient referrals, staff recruitment, and community engagement for HOP, but begun to shift the way people think about life’s final chapter.
Polling of residents in HOP’s service area shows that HOP’s brand has by far the highest unaided awareness of any provider in the area, and message recall related to the “Six Months to Live” campaign outperforms industry standards.
