national bereavement day 2018 report...i would also like to take this opportunity to extend my...
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National Bereavement Day 2018 - Report
Canadian Hospice Palliative Care Association (CHPCA)
60 Cambridge St. North
Annex D – Saint Vincent Hospital
Ottawa, ON
K1R 7A5
www.chpca.net
November 2018
Table of Contents Introduction ................................................................................................................................................... 3
Organizational Summary .............................................................................................................................. 3
Collaboration and representation: ............................................................................................................. 3
CHPCA Staff ........................................................................................................................................ 3
2018 Bereavement Day Sponsors ......................................................................................................... 3
Project Overview .......................................................................................................................................... 3
Event Summary ......................................................................................................................................... 4
Poster..................................................................................................................................................... 4
Social Media ......................................................................................................................................... 4
Theme: Public Awareness ......................................................................................................................... 4
Pre-Event Facebook Post ...................................................................................................................... 4
Day of Event Facebook Post ................................................................................................................. 5
Theme: Education ..................................................................................................................................... 5
Marketplace Item: ................................................................................................................................. 5
Article: .................................................................................................................................................. 5
eHospice Publication: ........................................................................................................................... 5
Published Article: .................................................................................................................................. 5
Facebook Insights: ................................................................................................................................ 6
Twitter Analytics: ................................................................................................................................. 7
Media Coverage across Canada ................................................................................................................ 7
National Bereavement Day Feedback and Recommendations ................................................................. 7
Feedback: .............................................................................................................................................. 7
New engagements: ................................................................................................................................ 7
2018 Suppliers ...................................................................................................................................... 8
Thank you ..................................................................................................................................................... 8
List of Appendices ........................................................................................................................................ 8
Appendix 1: ............................................................................................................................................. 10
Appendix 2: ............................................................................................................................................. 12
Appendix 3: ............................................................................................................................................. 13
Appendix 4: ............................................................................................................................................. 14
Appendix 5: ............................................................................................................................................. 15
Introduction The purpose of this report is to provide comprehensive details for the 2018 National Bereavement Day.
This report includes a detailed account of the activities that took place throughout the month of
November, in preparation for and during National Bereavement Day.
Organizational Summary The Canadian Hospice Palliative Care Association (CHPCA) is the national voice for hospice palliative
care in Canada. It is a bilingual, national, charitable non-profit association whose mission is the pursuit of
excellence in care for persons approaching death so that the burdens of suffering, loneliness, and grief are
lessened. CHPCA strives to achieve its mission through:
Collaboration and representation:
Increased awareness, knowledge and skills related to hospice palliative care of the public, health
care providers, and volunteers;
Development of a national norms of practice for hospice palliative care in Canada;
Support of research on hospice palliative care; and
Advocacy for improved hospice palliative care policy, resource allocation and support for
caregivers.
CHPCA Staff
The 2018 Bereavement day campaign was managed by the CHPCA communications team. Their role for
National Bereavement Day is as follows:
Develop national poster with logo
Issue a National press release
Post relevant content on CHPCA website
Actively engage with relevant stakeholders through social media to support Bereavement Day
Develop digital resources for social media that support grief and bereavement (Twitter and
Facebook)
Publish articles on eHospice site
2018 Bereavement Day Sponsors
CBI Health Group
GSK
Innovative Medicines Canada
Purdue
Project Overview The third Tuesday of November is marked as National Bereavement Day in Canada. Spearheaded by
CHPCA in 2017, National Bereavement day puts forth an effort to normalize grief as part of the human
experience. National Bereavement Day is a campaign that focuses on raising public awareness regarding
the importance of bereavement and grief services. Throughout the month of November; CHPCA
promoted the National Bereavement Day campaign with relevant resources on CHPCA’s marketplace,
eHospice, a press release and using social media (Facebook and Twitter). The strategies of National
Bereavement day are two-fold. First, National Bereavement Day promotes the importance of hospice
palliative and end-of-life care principles and practices into all community and health settings and public
awareness. Second, National Bereavement Day serves as an outlet to support education of care providers
across all settings. Guided by ‘public awareness’ and ‘education’, CHPCA’s Communication Team
developed a well-received campaign.
Event Summary This year’s theme is “Grief and Bereavement is a part of life” was developed with assistance of a national
advisory group and focuses on the importance of quality bereavement and grief awareness and education
Guided by the understanding that as a society we are so focused on prolonging life and curing illness that
very little thought is given to what happens at the end of our journeys – including to those who are left
behind. Grieving a loved one occurs at home, in the workplace and in the community. CHPCA aims to
bring this discussion to the forefront of Canadians’ minds, and allow time to grieve, to remember, and to
heal.
Poster
This year’s poster was designed by Ben Purkiss of MPH Agency. This year’s poster features a woman
experiencing grief in the workplace paired with the slogan “Grief and Bereavement is a part of life”. The
combination of the photo (a young woman working in an office setting, she looks downcast and unable to
focus) and a call to action “Ask someone about their grief today”. This poster reminds audiences about
the commonplace and normalcy of grief, as well as our ability to make a meaningful impact in fellow
grieving Canadians through conversation. In addition to the poster design, the posters also feature
information about the campaign including a hashtag, sponsors, link to CHPCA website and urges viewers
to ‘share your story’. As opposed to being solely informational, this poster challenges conceptions about
grief and urges the audience to take action to share and recognize grief in others. The photo poster speaks
to the day-to-day life of a grieving person, specifically how the grief process is a part of everyday life.
Social Media
CHPCA’s communication team developed a variety of social media posts that supported the principles of
‘public awareness and ‘education’, as described above. Please note, to view all Facebook posts,
engagements and shares please visit the CHPCA Facebook page at
https://www.facebook.com/CanadianHospicePalliativeCare/.
To read posts on Twitter search the hashtag #GriefDay18 or #JourDeuil18. CHPCA noted significant
increases in page likes, views, previews and followers (as described below from Facebook Analytics).
The following section outlines the communication plan and provides several sample Facebook Posts1 that
were mirrored on Twitter.
Theme: Public Awareness
Pre-Event Facebook Post
Type: Awareness
Source: CHPCA Facebook Page
Awareness post content:
Tuesday, November 20 will mark the 2nd national bereavement day.
In preparation for this day, visit our Bereavement Day website page where you'll
find a variety of helpful resources, FAQs, and learn what you can do to get
involved.#GriefDay18 #JourDeuil18
1 See Appendix 1 to see more social media posts
As a society, we are so focused on prolonging life and curing illness that very little
thought is given to what happens at the end of our journeys – including to those who
are left behind. CHPCA would like to help bring this discussion to the forefront of
Canadians’ minds, and allow time to grieve, to remember, and to heal.
#Griefday18 #JournéeDeuil18
Day of Event Facebook Post
Type: Awareness
Source: CHPCA Facebook Page
Awareness post content:
For those dealing with grief, bereavement, anticipatory grief, ambiguous grief, and
chronic sorrow - today we stand together with you. CHPCA wants to bring the
discussion about grief and bereavement to the forefront of Canadians’ minds, and
allow time to grieve, to remember, and to heal.
Together we can normalize the idea that grief and bereavement is a part of life
#Griefday18 #JournéeDeuil18
Theme: Education
Marketplace Item: Everyday Grace – Carla Monte Carlsen
Source: CHPCA Marketplace book
Type: Self Care, Educational
Link: https://market-marche.chpca.net/Everyday-Grace
Article: “What can you do for someone who is grieving?”
Type: Educational
Source: CHPCA Website – FAQ / Bereavement Day 2018
eHospice Publication: “Information about Advanced Cancer, Grief and Bereavement”
Source: Canadian Cancer Society (web)
Type: Educational
English - http://www.cancer.ca/en/cancer-information/cancer-journey/advanced-cancer/grief-
bereavement/?region=on
French - http://www.cancer.ca/fr-ca/cancer-information/cancer-journey/advanced-cancer/grief-
bereavement/?region=on
Published Article: “Healing the pain of grief and bereavement”
Type: Educational
Source: CHPCA Resource
Link: http://www.chpca.net/news-and-events/healing-the-pain-of-grief-and-bereavement.aspx
Facebook Insights: Bereavement Day
The following graph report was downloaded from Facebook Insights and covers the dates of November
15th – November 21
st 2018.
Twitter Analytics: Bereavement Day
The following graph report was downloaded from Twitter Analytics and
covers the dates of November 15th – November 21
st 2018.
Media Coverage across Canada CHPCA released an official press release
2 that was hosted on Canadian
news wire. Several news outlets picked up the press release. As well,
several independent organizations posted on behalf of Bereavement Day.
Some of these organizations being:
Camp Kerry Society
AHPCA
Victoria Hospice
National Bereavement Day Feedback and Recommendations
Feedback:
There was no formal survey conducted as of the writing of this report.
New engagements:
This year, The Honourable Ginette Petitpas Taylor, P.C., M.P. Minister of Health released a statement
from Health Canada acknowledging National Bereavement Day. CHPCA posted the statement from
Health Canada on Facebook, Twitter, eHospice and website. This post was shared multiple times on
Facebook and was well received.
Statement from Health Canada:
Today is National Bereavement Day, a time for all of us to reflect on the loss of friends and family who
have touched our lives. Often, we are so focused on prolonging life and curing illness that very little
attention is given to what happens at the end of our lives, and to those who are left behind.
2 See Appendix
The theme of this year's campaign, "Grief and bereavement is part of life," reminds us that we should all
take the time to grieve, to remember and to heal. I encourage Canadians to share their personal story if
they wish, using the hashtag #GriefDay18.
I would like to thank the Canadian Hospice Palliative Care Association for its tireless efforts to raise
awareness of grief and to help Canadians through all stages of grief. Canadians can learn more about
National Bereavement Day and access helpful resources here.
I would also like to take this opportunity to extend my condolences to anyone who is grieving the loss of a
loved one. Please remember that you are not alone.
The Honourable Ginette Petitpas Taylor, P.C., M.P.
Minister of Health
2018 Suppliers
1. Graphic Designer
Benjamin Purkiss, MPH Agency, [email protected]
Feedback: Ben was also the designer for last year’s posters. He once again provided a fast turnaround and
affordable pricing. He is easy and pleasant to work with. His products are high-quality and accurately
represent CHPCA’s vision. He responds very well to direction and feedback. Ben brings a wealth of
knowledge, expertise and material (stock photos to choose from based on need). Ben provided web and
print-ready files that was able to be printed professionally or in-house.
Thank you Thank you to all of those who participated in making the second National Bereavement Day a success.
Special thanks to CBI Health Group, GSK, Innovative Medicines Canada and Purdue. CHPCA looks
forward to your continued support in 2019. The 2019 National Bereavement Day will take place on
Tuesday November19th. The theme for 2019 has not yet been determined.
List of Appendices Appendix 1: National Bereavement Day 2018 Poster – English / French
Appendix 2: Sample Social Media Posts
Appendix 3: CHPCA Press Release – English/ French
Appendix 4: Statement from Health Canada
Appendix 5: National Bereavement Day Pickup by CNW Media Partner Websites - Top Outlets
Appendix 1:
Appendix 2:
Appendix 3:
Appendix 4:
Statement from Health Canada:
Today is National Bereavement Day, a time for all of us to reflect on the loss of friends and family who
have touched our lives. Often, we are so focused on prolonging life and curing illness that very little
attention is given to what happens at the end of our lives, and to those who are left behind.
The theme of this year's campaign, "Grief and bereavement is part of life," reminds us that we should all
take the time to grieve, to remember and to heal. I encourage Canadians to share their personal story if
they wish, using the hashtag #GriefDay18.
I would like to thank the Canadian Hospice Palliative Care Association for its tireless efforts to raise
awareness of grief and to help Canadians through all stages of grief. Canadians can learn more about
National Bereavement Day and access helpful resources here.
I would also like to take this opportunity to extend my condolences to anyone who is grieving the loss of
a loved one. Please remember that you are not alone.
The Honourable Ginette Petitpas Taylor, P.C., M.P.
Minister of Health
Appendix 5: National Bereavement Day Pickup by CNW Media Partner Websites - Top Outlet
Outlet Name Location Source Type Industry Potential
Audience
Morningstar Canada
Financial Data,
Research &
Analytics
Financial 157,000
visitors/day
CNW Group Canada CNW group
Media &
Information
18,000
visitors/day
Canadian
Business Journal
Canada Trade
Publications
Media &
Information
3,000
visitors/day
Nuda Media Canada
News &
Information
Service
Media &
Information
Penticton
Business
Canada
Online News
Sites & Other
Influencers
Business
Services
Upper Canada
Business News
Canada
Online News
Sites & Other
Influencers
Business
Services
Le Carrefour de
Québec
Canada Newspaper Media &
Information
The Glengarry
News
Canada Newspaper Media &
Information
L’annonceur.ca Canada
Online News
Sites & Other
Influencers
Media &
Information
New Tecumseth
Free Press Online
Canada Newspaper Media &
Information
Masthead Canada
Trade
Publications
Media &
Information
Nudabite Canada
News &
Information
Service
Retail &
Consumer
Canadian Insider Canada
Financial News
Service Financial
Corporate
Knights
Canada Magazine
Policy &
Public
Interest
Insider Tracking Canada
Financial News
Service Financial
Business Insider:
Markets Insider
United
States
Online News
Sites & Other
Influencers
Financial 1,459,000
visitors/day
finanzen.net Germany
Financial News
Service Financial
179,000
visitors/day
Benzinga
United
States
Online News
Sites & Other
Influencers
Financial 23,000
visitors/day
Finanzen.at Germany
Online News
Sites & Other
Influencers
Financial 5,000
visitors/day
One News Page
Global Edition
Global
News &
Information
Service
Media &
Information
4,000
visitors/day
AlipesNews Global
News &
Information
Service
Media &
Information