End-of-Life Care Challenge
Abby Cajudo |@abigailnoelle
The ChallengeThere is a HUGE GAP between what people want at the end of their lives versus what they actually get, due to lack of advance care planning
⏎
82% say it’s important to have end-of-life wishes in writing
Only 23% have put
their wishes in writing! 56%
have not talked to a loved one about their end-of-life wishes
⏎
how do we close the
gap?
How can we catalyze the conversation?
While most people have heard of hospice care and DNR orders, many are not aware of advance directives or the POLST form
Awareness of end-of-life terms
Hospice Care
DNR Order
Advance Directive
POLST
We have the message, but we need to reach our audience…
We need to meet people where
they already are
Side-by-side material fits more naturally.
Widescreen adds drama to graphics and images.
YouTube is the #1 video site in the world
Biggest search engine behind Google
800 million users worldwide 4 billion views daily
YouTube has our audience already in place
There are great resources out there…
But people don’t know they exist!
According to a CHCF survey, the biggest barrier to discussing wishes with a loved one was that there were
“too many other things to worry about right now”
41%“too many other things to worry about right now”
White/Non-Latino
Latino
Asian/Pacific Islander
African American
0 20 40 60
We need to make it EASY &
CONVENIENTfor people to find &
use these resources!
The Solution
Create a short video campaign using resources that are already available(CHCF, National Healthcare Decisions Day, etc.)
*video still from NHDD video
The Solution
Use YouTube tools to target an audience, engage an audience, and spur them to action by linking to AHCD/POLST resources directly in the video
The Power of Video (everyone loves videos!)
Universal Accessibility Video breaks gender, ethnic, and socioeconomic barriers
Spans a wide range of audiences Can also reach those with low health literacy and low
English literacy Feasibility & Visibility
YouTube allows us to target an audience, engage an audience, and spur them to action
The Power of a Story
Audiences are engaged when they see real patient stories It becomes relevant. They empathize. Use real stories as part of an awareness campaign in short video ads that play before a [targeted] viewers’ chosen video.
*video stills from CHCF Reflections on End of Care video series
The Tools YouTube has tools to increase audience engagement
Google AdWords – target a specific audience Annotations and Video Overlays – allows viewer to
interact with your video; directs them to an action YouTube Brand Channel – can direct a viewer back to
your branded YouTube channel where they can get more information on AHCD or POLST and watch patient stories
Google AdWords
Select audiences to show the videos to based on who they are, where they live and what language they speak.
Show the videos to specific audiences based on their online activities and interests.
Raise awareness in the target audience
Google AdWords
Viewers who regularly search YouTube for fitness/health-related videos
Viewers who search about chronic illnesses
Teens/Young adults watching videos about texting+driving or accidents
Possible Target Audiences
Annotations and Video Overlays
Annotations and Video Overlays – allows viewer to interact with your video; directs them to an action
Annotations and Video Overlays
Some video overlays are called "CTA"s for "Call-To-Action”
This example of an overlay direct viewers to a resource (The Conversation Project) with info on how to start talking with their loved ones about end-of-life preferences and filling out an advance directive
YouTube Brand Channel
YouTube Brand Channel – can direct a viewer back to your branded YouTube channel where they can get more information on AHCD or POLST and watch patient stories
YouTube Brand Channel
Types of Videos for Brand Channel
Real stories from patients about advance care planning
Example “Start the Conversation” videos
How-to video guides that explain in simple terms how to fill out an Advanced Directive or POLST (www.iha4health.org)
The short video ads will drive viewers back to your brand channel
Why will this be effective? Low Cost
Can be effective in raising awareness with very little cost using YouTube’s tools and building on existing AHCD/POLST/End-of-Life resources
Creates New Partnerships Since the point is to build off of each other’s resources, new
partnerships will form between AHCD/POLST patient advocacy groups, end-of-life coalitions, and other health education providers as we share resources and serve a common purpose
solutions dreamed and proposed by: Abby Cajudo
contact me { e: [email protected] } | { t: @abigailnoelle }
Thank you.
Hoping to catalyze conversations and change through videos and storytelling.
References and Sources California Healthcare Foundation www.chcf.org
PDF Final Chapter: Californians’ Attitudes and Experiences with Death and Dying (Feb 2008)
Reflections of End-of-Life Care video series National Healthcare Decisions Day
Speak Up Video www.nhdd.org The Conversation Project www.conversationproject.org Institute for Healthcare Advancement
Advance Directive www.iha4health.org
Coalition for Compassionate Care http://www.capolst.org/ YouTube Advertising www.youtube.com/advertise