The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Health & Wellness

Beyond Words

Agency Area 23, an IPG Health Company / New York

Client Keylu
BACK TO RESULTS

Annual ID

OS23_HW013S

About the Work

For parents with terminal illness, the end-of-life planning process is currently designed to help “get affairs in order,” which is primarily focused on care preferences and the distribution of assets. Our objective was to evolve traditional end-of-life planning to transcend the transactional and empower those who are planning for end-of-life to leave their loved ones with what they truly needed most—the ongoing presence and care of their mom or dad. Beyond Words is the first app of its kind to allow the terminally ill to be there for their loved ones long after they’ve gone. Beyond Words is a mobile video capture, storage, and delivery service for people at the end of life that allows them to leave video messages for loved ones, across a range of topics, to be delivered at specific times. The video messages are aggregated and stored securely and indefinitely. A trusted family administrator acts as the executor who will ensure the videos are sent to the recipient at the right time. The app supports the administrator experience through push notifications and time-sensitive reminders that are triggered through social media events or predetermined dates. Our targeting strategy included Keylu’s existing customers and affiliations with oncology treatment centers, hospice organizations, and cancer advocacy organizations. The traditional approach is to plan for death. But we wanted to be the first to plan for life after death.