XM-Asia and Lien Foundation launches digital drive for social awareness

Working with the Economist Intelligence Unit, Qeren Communications and creative consultant Remesh Panicker as partners, the site, www.lifebeforedeath.com, uses three social applications to raise awareness about the concept of death.

The website also encourages visitors to share their opinions with their communities, and then delves into the survey findings that rank the Quality of Death across 40 countries, based on a specific set of indicators.

"We wanted to bring out the controversial idea of death in an interesting way which would also be meaningful and practical." said Calista Teo, copywriter at XM-Asia. "By talking about death through the celebration of life, we hope to inspire people to make a conscious effort to live their lives to the fullest."

Lee Poh Wah, CEO of Lien Foundation said: "The way a nation cares for its weakest and most vulnerable is the mark of its soul. How it cares for the dying is a measure of the society's advancement and enlightenment. With lifebeforedeath.com we hope to provide the spark that encourages people to start thinking about the quality of their life and their right to ‘die well'. We have truly enjoyed working with XM-Asia on this project."

Credits:
Project Lifebeforedeath.com
Client Lien Foundation
Creative agency XM-Asia
Executive creative director David Brown
Art directors Danny Lim, Cheng ShuYau
Copywriters Calista Teo, Remesh Panicker
Designer Joel Chua
Programmers Edalene Tay, Leon Ng, Chris Luo, Ong Hon Tat
Technical developers Chok Fern Chai, Lydia Tay
Production manager Candice Chong
Account servicing Gerard Lim
Client credit Lee Poh Wah, Gen Kwek
Exposure Online