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PP04.0101 Developing a national campaign to promote ACP week in Australia
  1. Xanthe Sansome,
  2. Loretta Walshe,
  3. Geane Lyall and
  4. Camilla Hartl
  1. Advance Care Planning Australia (ACPA)


Background The awareness and uptake of advance care planning (ACP) amongst Australians remains low. Each year, ACPA conducts an awareness-raising campaign to encourage consumer and workforce engagement with ACP. Our strategy involves inviting community, health and aged care groups to host ACP Week events and raise awareness through resource sharing. ACPA invites community audiences to attend registered events and/or learn more about ACP by contacting our Support Service, and accessing our web and printed resources.

Methods The guiding principles of ACP Week are to:

  • encourage partner-driven registered ACP Week events across Australia

  • deliver messaging targeted towards older consumers (>50 years)

  • leverage allied stakeholders/organisations assistance with promotion/engagement

  • share ‘relatable’ consumer stories to ‘normalise’ ACP via social media

  • arrange advertorials for publications aligned with identified targets

  • seek media coverage, leveraging the expertise of ACP ambassadors who represent prominent peak bodies, clinicians, media and research institutions.

Following theme development, resources and support events are developed for hosts. Materials include posters, social media posts/tiles, and e-newsletter messaging for others to share. Supporting events include national webinars with peak agencies, enhancing a national approach to ACP. Event hosts receive a resource pack with factsheets, conversation starters, posters and more to display or distribute during ACP week.

Results The theme for 2023 is ‘The Time is Now’, acknowledging that many people delay advance care planning conversations and documentation. The campaign encourages everyone to think about, talk about and/or write down future healthcare preferences and to share these with substitute decision-makers, chosen family, hospitals, doctors and care services. Currently, 112 sites have registered to host events from 20–26 March. Six national webinars and twelve editorials have been arranged.

Conclusion Engaging all sectors and developing collateral with clear and streamlined messages helps support a national approach to increase awareness of ACP. Evaluating the success of the campaign will be measured by surveys and website and support service activity.

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