Journey Home Hospice was developed as a joint not-for-profit passion project between The Elizabeth Foundation, Inner City Health Associates and Hospice Toronto to improve equitable access to hospice palliative care for Toronto’s unhoused community in a socially innovative way. Journey Home Hospice provides clients with high-quality healthcare services and a safe, welcoming and caring environment for their end-of-life journey.

Hospice care is something that is typically hidden from sight which is a similar challenge facing the unhoused community. Q media was tasked with raising awareness on this challenging issue through a short documentary series featuring the stories of 5 unhoused people receiving end-of-life care through Journey Home.

We brought this unique social innovation to the forefront by targeting a socially aware and charitably driven audience in affluent areas, then retargeting those who engaged with the first videos and creating look-alike audiences.

The Journey Home Campaign drove 40,120 views on YouTube, and 540,935 views on Facebook for a total of 581,055 video views for an average Cost Per View of $0.03 which was nearly half the average CPV at the time of the campaign. The campaign also drove a total of 2,116 clicks to the Journey Home Website.

Collaborators

Documentary Series: Q Media Solutions