The law is out of touch.
Three out of four Victorians support the idea that we should have choice over how we die when faced with terminal illness. As is often the case, the law is playing catch up with prevailing sentiment and Andrew Denton’s Go Gentle Australia is doing it’s damnedest to help.
From the outset the team wanted to go right to the heart of the matter with the campaign in Victoria. Research revealed that while we have strong beliefs on the right to die, we have limited bandwidth to think about the issue or have a conversation with others.
In collaboration with Today Design we decided to be simple and iconic with campaign art direction and complex with campaign tactics. Analysis of recent political campaigns showed membership to a campaign is critical to success. While a donation on first site visit is great, if you can gather an email address you have many chances to win their support over time. Inspired by Bernie Sanders our campaign site for Stop Victorians Suffering became all about winning the email on first visit.
Iterate, iterate, iterate.
To bring people to the site and get them on board with the campaign we created a bank of over 70 variations of headlines and copy with the team for organic and sponsored content. In the first weeks of the campaign SVS tested variations in groups testing copy, images and templates to find the strongest variations.
With the campaign gaining momentum paid support was put behind the most compelling content and saw SVS raise meaningful campaign funds to grow the program. In November, 2017 marathon parliamentary sittings were followed by scenes of relief and disbelief. The vote had got through.
From mid 2019 Victorians in need will have more choice over their end of life.