Euthanasia is a difficult topic, often weighing heavily on the minds of relatives of chronically ill family members. With the challenge to ‘get people talking’ about ‘end of life’ care, in order to legalise the process in the future.
By creating a campaign to allow people to think about the future, it brings the topic of Euthanasia to the fore and to anticipate legalisation. Aimed at young relatives, it engages those to engage in the topic earlier, therefore ‘Expecting the Future’.