1. End-of-Life Care
Challenge
Abby Cajudo |@abigailnoelle

2. The Challenge
There 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%
have put their
wishes in
writing!
say it’s important to
have end-of-life
wishes in writing
⏎
⏎
Only 23%
56%
have not talked to a
loved one about their
end-of-life wishes

3. how do we
close the gap?

4. How can we catalyze the
conversation?
Awareness of end-of-life terms
While most people have
heard of hospice care and
DNR orders, many are not
aware of advance
directives or the POLST
form
POLST
Advance Directive
DNR Order
Hospice Care
We have the message, but we need to reach our audience…

5. We need to meet
people where
they already are

6.  Side-by-side
material
fits more naturally.
 Widescreen adds
drama to graphics and
images.

7. YouTube has our audience already in
place
 YouTube
is the #1 video site in the
world
 Biggest search engine behind Google
 800 million users worldwide
 4 billion views daily

8. There are great resources out there…
But people don’t know they exist!

9. 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”
African American
41%
“too many other things
to worry about right
now”
Asian/Pacific
Islander
Latino
White/Non-Latino
0
20
40
60

10. We need to make it
EASY & CONVENIENT
for people to find & use
these resources!

11. The Solution
Create a short
video campaign
using resources
that are already
available
(CHCF, National Healthcare Decisions
Day, etc.)
*video still from NHDD
video

12. 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

13. The Power of Video (everyone loves videos!)

Universal Accessibility


Spans a wide range of audiences


Video breaks gender, ethnic, and socioeconomic barriers
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

14. The Power of a Story
*video stills from CHCF Reflections on End of Care video series
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.

15. 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

16. Google AdWords
Raise awareness in the target audience


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.

17. Google AdWords
Possible Target Audiences

Viewers who regularly search
YouTube for fitness/healthrelated videos

Viewers who search about
chronic illnesses

Teens/Young adults watching
videos about texting+driving or
accidents

18. Annotations and Video Overlays
 Annotations
and
Video Overlays –
allows viewer to
interact with your
video; directs them
to an action

19. Annotations and Video Overlays

Some video overlays are
called "CTA"s for "CallTo-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

20. 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

21. YouTube
Brand Channel
The short video ads will drive
viewers back to your 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)

22. 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

23. Hoping to catalyze
conversations and change
through videos and
storytelling.
Thank you.
solutions dreamed and proposed by: Abby Cajudo
contact me { e: abcajudo@gmail.com } | { t: @abigailnoelle }

24. 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