Hospice NZ and McCann launch ‘Dying reviews’ platform

Hospice New Zealand and McCann Wellington have launched a review platform, ‘Dying reviews’. It allows terminally ill people to rate and review how they are treated by organisations.

Banks that won’t adjust loan terms. Insurance companies with inflexible policies. Telcos with complicated cancellation processes. Airlines that don’t accommodate medical needs. Schools, churches, pharmacies, supermarkets – every touchpoint that becomes harder when you’re dying.

The campaign was shortlisted for a prestigious ‘Glass Lion’ on June 11. Cannes Lions 2026 will take place later in the month.

Better design for dignity

The initial 500 reviews were gathered through Hospice NZ and research channels. The platform is deliberately designed to respect the time and energy of those completing it.

Reviews reveal systematic pain points and provide clear guidelines on how organisations can better design for dignity.

Wayne Naylor, CEO of Hospice New Zealand, says: “‘Dying reviews’ has the potential to drive innovation for a phase of life we are all likely to go through. It is about designing with empathy and ensuring we are treated with dignity – not just at the end, but throughout.

“Until now, we haven’t been able to have conversations with many businesses and organisations about how they can improve their experiences for terminally ill people and their families. This platform is opening those conversations in a way that gets their attention and drives real change.”

Recognising what matters

Brigid Alkema, chief creative officer at McCann Wellington, says: “It’s a privilege to build something that surfaces a genuine problem we are all likely to face, but also gives real hope for how organisations and society as a whole thinks about what is arguably our most profound phase of life.

“For businesses, ‘Dying reviews’ speaks in a language they understand: data. They can now see how they’re performing at a human level, track it over time and make informed decisions about where empathy and better design can improve customer experience, and, more importantly, human dignity.

“This isn’t about charity – it’s about smart businesses recognising an opportunity to lead on something that matters.”

The results are already speaking for themselves. Large businesses including major banks have begun engaging directly with Hospice NZ to understand how they can improve their experiences for terminally ill people and their families.

The next Dying Reviews Report will be released later this year behind a paywall, providing businesses with deeper insights into the data while creating a sustainable income stream for Hospice NZ.

 Credits

• Client: Hospice New Zealand 
• Creative Agency: McCann Wellington (formerly Clemenger NZ) 
• PR: GRC Partners + Porter Novelli
• Research: Perceptive
• Marketing Technology Consultancy: Credera