Hospice TV advert wins Cannes award

A national TV campaign backed by Dr Kershaw’s Hospice has won an award at the prestigious Cannes Corporate Media & TV Awards.

‘This is Hospice Care’ has united 143 hospices to highlight how leaving a gift in your will can make a huge difference to local hospices. 

Inspired by real-life patient stories, the touching television advert was spearheaded by Hospice UK and aired across national television in February and September. 

On Thursday, September 25, it was awarded a Silver Dolphin in the fundraising and non-profit category at the awards ceremony on the French Riviera. 

Del Daoud, senior account director at the creative agency RAW London, said: “It’s a proud moment for the 143 hospices who came together to protect the future of hospice care, and for us to stand alongside them. 

“While hospices are valued by those who experience them, many still think of them solely as end-of-life care. 

“Hospice care is often more than people perceive it to be. 

“With rising costs and growing demand, legacy giving is more critical than ever to the future of hospice care. 

“Yet in a crowded charity landscape, hospice voices are struggling to be heard, and misconceptions are holding support back.” 

A common misconception is that hospices are always fully funded by the NHS. 

New research from Hospice UK reveals that 57% of hospices ended the last financial year in deficit, with one-fifth recording a deficit of over £1million. 

This is after the government released £100million in additional emergency funding in 2024. 

Earlier this month, Hospice UK launched a four-point plan for fair funding for hospices. 

The plan includes full funding of specialist palliative care, proper NHS contracts, funding to cover the cost of NHS pay rises, and national accountability for the fair provision of palliative care. 

Dr Kershaw’s Hospice currently receives one-quarter of its funding from the NHS and relies on fundraising and legacies to provide its services. 

In 2024, this included caring for 262 people on its inpatient unit, 2,513 Hospice at Home visits, and 7,285 visits by Caring Hands healthcare assistants. 

It currently costs over £14,793 per day to keep the hospice running, which equates to almost £5.4 million per year. 

John Edwards, legacy and grants fundraising lead at Dr Kershaw’s Hospice (pictured above), is part of a small national steering group that is overseeing the campaign alongside Hospice UK. 

He said: “One of the aims of the campaign was to do some ‘myth-busting’ around hospices, showing the breadth of care they provide and the human stories behind them. 

“Last year, gifts in wills funded the care of one in five of our patients. 

“Hospices touch every part of the communities they serve, and the campaign is a way to highlight the importance of their work. 

“Gifts in wills are crucial to hospices and the services they provide. 

“For many, a gift in will is the only time they are able to make a major donation to a charity. 

“Without them, hospices would not be able to provide the level of support they do.” To find out more about leaving a gift in your will, visit www.drkh.org.uk/giftinwill.