End-of-Life Care Challenge Abby Cajudo

The Challenge There is a HUGE GAP between what people want at the end of their lives versus what they actually get, due to lack of advance care planning 82% say it’s important to have end-of-life wishes in writing Only 23% have put their wishes in writing! 56% have not talked to a loved one about their end-of-life wishes

how do we close the gap?

How can we catalyze the conversation? While most people have heard of hospice care and DNR orders, many are not aware of advance directives or the POLST form Awareness of end-of-life terms We have the message, but we need to reach our audience…

We need to meet people where they already are

 Side-by-side material fits more naturally.  Widescreen adds drama to graphics and images.

 YouTube is the #1 video site in the world  Biggest search engine behind Google  800 million users worldwide  4 billion views daily YouTube has our audience already in place

There are great resources out there… But people don’t know they exist!

According to a CHCF survey, the biggest barrier to discussing wishes with a loved one was that there were “too many other things to worry about right now” 41% “too many other things to worry about right now”

We need to make it EASY & CONVENIENT for people to find & use these resources!

The Solution Create a short video campaign using resources that are already available (CHCF, National Healthcare Decisions Day, etc.) *video still from NHDD video

The Solution Use YouTube tools to target an audience, engage an audience, and spur them to action by linking to AHCD/POLST resources directly in the video

The Power of Video (everyone loves videos!)  Universal Accessibility  Video breaks gender, ethnic, and socioeconomic barriers  Spans a wide range of audiences  Can also reach those with low health literacy and low English literacy  Feasibility & Visibility  YouTube allows us to target an audience, engage an audience, and spur them to action

The Power of a Story Audiences are engaged when they see real patient stories It becomes relevant. They empathize. Use real stories as part of an awareness campaign in short video ads that play before a [targeted] viewers’ chosen video. *video stills from CHCF Reflections on End of Care video series

The Tools  YouTube has tools to increase audience engagement  Google AdWords – target a specific audience  Annotations and Video Overlays – allows viewer to interact with your video; directs them to an action  YouTube Brand Channel – can direct a viewer back to your branded YouTube channel where they can get more information on AHCD or POLST and watch patient stories

Google AdWords  Select audiences to show the videos to based on who they are, where they live and what language they speak.  Show the videos to specific audiences based on their online activities and interests. Raise awareness in the target audience

Google AdWords  Viewers who regularly search YouTube for fitness/health- related videos  Viewers who search about chronic illnesses  Teens/Young adults watching videos about texting+driving or accidents Possible Target Audiences

Annotations and Video Overlays  Annotations and Video Overlays – allows viewer to interact with your video; directs them to an action

Annotations and Video Overlays  Some video overlays are called "CTA"s for "Call- To-Action”  This example of an overlay direct viewers to a resource (The Conversation Project) with info on how to start talking with their loved ones about end-of-life preferences and filling out an advance directive

YouTube Brand Channel  YouTube Brand Channel – can direct a viewer back to your branded YouTube channel where they can get more information on AHCD or POLST and watch patient stories

YouTube Brand Channel Types of Videos for Brand Channel  Real stories from patients about advance care planning  Example “Start the Conversation” videos  How-to video guides that explain in simple terms how to fill out an Advanced Directive or POLST ( The short video ads will drive viewers back to your brand channel

Why will this be effective?  Low Cost  Can be effective in raising awareness with very little cost using YouTube’s tools and building on existing AHCD/POLST/End-of-Life resources  Creates New Partnerships  Since the point is to build off of each other’s resources, new partnerships will form between AHCD/POLST patient advocacy groups, end-of-life coalitions, and other health education providers as we share resources and serve a common purpose

solutions dreamed and proposed by: Abby Cajudo contact me { e: } | { Thank you. Hoping to catalyze conversations and change through videos and storytelling.

References and Sources  California Healthcare Foundation  PDF Final Chapter: Californians’ Attitudes and Experiences with Death and Dying (Feb 2008)  Reflections of End-of-Life Care video series  National Healthcare Decisions Day  Speak Up Video  The Conversation Project  Institute for Healthcare Advancement  Advance Directive  Coalition for Compassionate Care  YouTube Advertising