These Heartbreaking Kids' Hospice Ads Show How Hard It Is to Respond When a Child Is Terminally Ill

Campaign by Trinity Kids Care Encourages Donations if You're Lost for Words

Published On
Oct 13, 2017

Editor's Pick

A heartbreaking new campaign for hospice care organization Trinity Kids Care shows how difficult it can be for friends to respond to someone whose child is terminally ill -- especially in the age of social media.

Two digital spots created pro bono by TBWA/Chiat/Day L.A. recreate people trying to comment on devastating news via text or social media, and being lost for words. In that awful situation, just what do you say: how sorry you are? Use emojis? Say there's still hope? There's no right answer of course, but the message of the campaign is: if you're not sure what to say, donate.

As well as the digital spots, a long-form film, "Layla's Story," follows the emotional story of a patient and her family during the last weeks of life.

Trinity Kids Care is a division of non-profit healthcare organization Providence Health. It provides in-home hospice care to terminally ill children throughout Southern California.


Oct 13, 2017
Agency :
TBWA/Chiat/Day-Los Angeles
Brand :
Trinity Kids Care
Client :
Trinity Kids Care

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