How do you talk to someone who’s losing a loved one? With your whole heart.

When a service client really counts, every word matters. The subject matter and media (billboards) of this ask made it a huge challenge. When I started this assignment, I knew nothing about hospice. But by immersing myself in the lives of people walking the hospice journey firsthand, I gained valuable perspective.

Empathy is the most powerful way to understand your audience.

(Imagery is for placement and proof of concept only.)