Die Die Must Say

A Death Attitudes Survey showed that awareness of hospice palliative care was low among older Chinese Singaporeans. Only 33% of those who were 50 years and above knew about it. However, this group has expressed a strong desire to ‘die-logue’.

Die Die Must Say sought to provide such an entry point through edutainment. Headlined by popular getai hosts Wang Lei and Lin Ruping from Lex Entertainment, the campaign used getais as one of the key platforms to initiate conversations about death and dying. Care Corner Counselling Centre made available their Mandarin hotline for the campaign, with close to 120 hotline trained volunteers. A weekly talk show on radio station Capital 95.8 and informative advertorials and reader contests with Shin Min Daily News helped to educate listeners on end-of-life issues.