The Indian Association of Palliative Care (IAPC), launched a new public awareness campaign on palliative or end-of-life care that will help Indians #LaughAtDeath. In India, death is a taboo topic, while people are uncomfortable to discuss it which leaves terminally ill patients and their families confused, lonely and often depressed. Palliative or end-of-life care focuses on making terminally ill patients comfortable during their last days. It includes counseling for the patient and their family members which help them accept death, make the most of their last days and actually enjoy them.
In a society where death isn’t spoken about, the #LaughAtDeath campaign featured terminally ill patients that performed a stand-up comedy show for their families and doctors, thus demonstrating that palliative care helps patients get comfortable with death and even joke about it.
The campaign has broken on Twitter through the first ever comedy show on Twitter and will be amplified on social and digital media through a partnership with The Logical Indian, a platform that leads news and issues that often miss the limelight in the traditional Indian media. Radio Mirchi is also joining hands to bring the #LaughAtDeath campaign to radio.
Dr. Mary Ann Muckaden, president of IAPC, said, ‘We are looking forward to increasing access to palliative care in India with Medulla – right now only 3 percent of cancer patients get even simple pain relief. Hopefully, this campaign will change that. A big thank you to the patients for sharing their stories, the comedians who trained them, film-maker Rahul Sengupta for capturing their performances, the venue and media partners who supported us in creating awareness.’
The campaign is supported by the website – http://www.endoflifecareindia.
Facebook – https://www.facebook.com/
Twitter – https://twitter.com/
YouTube – http://bit.ly/2n9aUmB
These sites are equipped to counsel patients and connect them to palliative care centers across India.