Raising funds and awareness on a new hospice for young adults

“We All Have a Date”

8 weeks, Sep / Oct 2012, Team Project

with Aimee Gibb, Josh Benjamin McDonald

course: For The Greater Good

Glasgow School of Art, Product Design programme

tutored by Ian Grout

client: Prince & Princess of Wales Hospice




The Prince and Princess of Wales Hospice (PPWH) is a social enterprise based in Glasgow. From their website:


The Prince & Princess of Wales Hospice exists to help our patients achieve the best quality of life possible in whatever time remains for them. Where it may not be possible to add days to lives, we aim to add life to days and as a registered charity, our care is free of charge.”


At the moment, the hospice is housed in a row of old townhouses in the city centre. 

This is why the hospice has decided to build new facilities in Bellahouston Park, to be aimed specifically at improving the provision of care for young adults. The new building, designed by NORD Architecture, would allow young adults to have their own space, separate from children and adults. 

“The transition between children’s and adult services can be challenging as children leave the comfort of a familiar children’s palliative care service to adult services. Many adult services currently do not meet the specific needs of young people and therefore cannot offer age appropriate care.”




This new building needs is yet to be fully funded. The hospice has a variety of fundraising programs already in place; to reach the £15 millions it needs to start the construction, it started the Brick by Brick appeal, targeted directly towards this goal.

PPWH approached the Glasgow School of Art with a clear idea of what they needed: a fundraising scheme aimed mainly at young adults. They represented the age group for which the new hospice was being built, and they had not been targeted before.




Guided by our own initial self-reflection on the issue, we decided to research and compare the way in which Hospices are perceived by young adults, and how they actually are.



Concept Development


At this point we were facing a daunting task. Talking to young adults about hospices for people their age means that they might need such facilities: It means acknowledging the possibility of premature death. How to convey this message, and at the same time raise funds?

We decided to concentrate on the positive point of view that the Prince & Princess of Wales Hospice already uses when describing what they do: they don’t add days to one’s life, but they add life to one’s last days. At the same time, we began defining the key elements of our communication strategy concept:




The outcome was a proposal for a  campaign that would take place in three stages. We felt that, given the circumstances, we had to be indirect in our message, so that the campaign would be appealing and not repelling.