How do rally a community around a topic that few want to talk about? With sensitivity, clarity, and an appeal to community.

Recognizing a pressing need for hospice and palliative care, the governments have committed to funding operating costs of new hospices in Ontario. It is up to the local community to fund land purchase and construction. Toronto’s dynamic Jewish Community has built an impressive array of community services and supports over the years, but a stand-alone hospice is not among them. Neshama (“soul”, in Hebrew) Hospice will be the first.

The Jewish Community (like the larger community) is relatively unaware of the need for hospice care, how it differs and improves upon hospital care for the terminally ill. The Neshama Hospice Board needed a Case for Support brochure to explain the need to build a Jewish hospice – open to all – in Toronto. After refining the NH logo and helping them select a campaign tagline, G4Change set to work rewriting their existing copy to help build a major donor supporter base. A smaller version of the main brochure was designed for wider distribution, and a separate (up-datable) donor recognition insert was also designed.