Death is often a topic that Australians avoid discussing or even thinking about. It’s a subject that can feel uncomfortable and distressing. However, Palliative Care Queensland (PCQ) believes that facing this inevitable part of life openly, both personally and as a society, can lead to better, more compassionate care for those who are ill and their families. Ultimately, this approach fosters a kinder, more dignified final chapter of life. This philosophy has been captured in a unique and uplifting campaign, brought to life through a touching film created by Cocogun and Rowdy.
At the heart of this campaign is a stop-motion animation short film titled The Cassette. The film tells the story of a man who is visited by Death. Surprised that his time has come, the protagonist refuses to quietly accept his fate. Instead, he decides to end his life on his terms, with one final listen to his favorite song, the Pixies’ classic Here Comes Your Man. The bittersweet narrative reveals the complex emotions that death evokes, mixing surprise, sorrow, and ultimately, hope.
Chiquita King, co-founder and managing director of Cocogun, explained the delicate balance they aimed to achieve in the campaign: “We needed to approach this topic with the utmost sensitivity and respect, while also challenging the reluctance people have in talking about the inevitable. Stop-motion animation was a strategic and creative choice to ensure the story was relatable, heartwarming, and provocative, without being too harsh or insensitive. We believe that the story we’ve told, and the way we’ve told it, delivers the message uniquely and memorably that will leave a lasting impact on how society thinks about death.”
Directed by Catherine Prowse, through Rowdy, the campaign film was created with painstaking attention to detail using the stop-motion animation process. Prowse shared her thoughts on the project: “It was a wonderful experience directing a film on such an important topic, one that touches everyone at some point in their lives. My approach was to heighten the emotion and add a human touch by crafting every puppet, prop, and set by hand. I’m immensely proud of the level of detail the crew brought to this project, and I hope it adds depth to the beautiful story we’re telling.”
Louise O’Neill, CEO of Palliative Care Queensland, emphasized the importance of the campaign: “Death happens to us all, but our experiences and beliefs around this universal moment are unique. However, whatever those individual perspectives, preparing for death makes it easier for everyone. At PCQ, we believe that empathetic palliative care starts with those living with a life-limiting diagnosis reflecting on how they want their final chapter to play out – how they would like to be treated, where, and who they spend their time with. This campaign aims to encourage people to have conversations before the final chapter arrives so their wishes are communicated and considered. Preparing for death ensures we receive expert, sensitive care, and die with the utmost dignity. It also eases the burden on loved ones. We are grateful for the ongoing support from Queensland Health.”
Dr. Anthony Herbert, President of PCQ’s Board, added, “Palliative care is a human right for every age and every stage of life. Navigating this uncertain and difficult time can be overwhelming, but the right resources, information, and support can make a significant difference. Being prepared for death, rather than fearing it, can help make the journey calmer, less stressful, and more comfortable for people with life-limiting illnesses and their loved ones.”
The campaign aims to spark conversations about death and dying, encouraging individuals and families to reflect on their wishes and plan for their final chapter. By doing so, Palliative Care Queensland hopes to foster a society where death is approached with empathy, dignity, and understanding, ultimately ensuring that everyone has the opportunity to die with the care and compassion they deserve.
Credits:
Client: Palliative Care Queensland
Chief Executive Officer: Louise O’Neill
Program and Policy Manager:Â Debbie Singh
Senior Communications Officer:Â Michael Levick
Creative Agency: Cocogun
Creative Partner:Â Ant Melder
Senior Art Directors:Â Loz Maneshci &Â Jimmy Williams
Lead Copywriter:Â Lewis Clarke
Design Director:Â Chris Clausen
Managing Director:Â Chiquita King
Executive Producer:Â Monique Pardavi
Production Company: Rowdy
Director: Catherine Prowse
Producer: Daisy Garside
Director of Photography: George Warren
Gaffer: Aldo Camilleri
Art Direction: Sarah Crombie, Yossel Simpson-Little
Puppet Makers: Adeena Grubb, Emma Niemis
Additional Puppet Maker: Areeya Bass
Animators: Anita Bruvere, Tony Farquhar Smith, Steve Warne, Max Martin
Compositing: Rory Waudby-Tolley
Colour Grade: George Warren
Storyboards: Victoria Budgett
Character Design: Rachelle Slingerland
Concept Art: Julliet Michel
2D Illustrations: Rachelle Slingerland & Maureen Van Der Hout
BTS Filming: Joe Eckworth
Sound: Smith & Western
Executive Producer & Sound Designer:Â Dan Higson
Creative Director:Â Nick West
Sound Designer:Â Jacob Hedges
Track: Pixies – Here Comes Your Man
Music Supervision: Level Two Music
Music Publishing: Universal Music Publishing
Music Recording: Beggars Group