We developed a strategy that started with identifying the target audiences most aligned with VIDAS, the most engaging editorial themes, the most suitable channels, the most appropriate tone of voice for the media and organization, and new recurring sections to capture users’ interest. From here, we created an editorial plan to showcase the various aspects of palliative care through the voices of all the people who benefit from it or contribute to offering it professionally to those in need.

An authoritative yet simple and warm communication to expand the organization’s audience on social media, raise awareness about the cause of incurable patients, and attempt to convert them to donations.