Care to Play?‘Care to play?’ is an interactive relationship quiz that induces crucial questions of end-of-life care. It is designed with 3 progressive stages to ease in the taboo topic of death; Casual, Intimate followed by Critical questions. Through this sequence, ‘Care to Play?’ helps couples to reflect on their stage of life, understand their partner on a deeper level and spark opportunities to promote the importance of end-of-life care discussions.
The ‘Care to Play?’ Mobile Web App (www.caretoplay.sg) went live on the 15th of January 2021. We raised awareness about Advance Care Planning (ACP) through our Instagram page (@caretoplay.sg) by promoting our Care to Play? Quiz, generating ACP-related educational content and hosting giveaways with local brands. Additionally, we also received opportunities to partner with the Public Service Division (Prime Minister’s Office), Agency of Integrated Care (AIC), as well as a local Youtuber which allowed us to not only reach out to a wider audience but receive endorsements from established organisations. By the end of our 36-day campaign, we had garnered more than 1.6 million impressions through our Instagram page and over 20,000 site visits. |
My Role
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TERMS & DEFINITIONS
End-of-life Care (EOL)
EOL refers to healthcare, not only of a person in the final hours or days of their lives, but more broadly care of all those with a terminal condition that has become advanced, progressive, and incurable. End-of-life Care Discussion You are always encouraged to have a EOL care discussion of your EOL care preferences with your family and loved ones. By voicing out and documenting your preferences now, you can ease the stress of decision-making for your loved ones should anything happen to you in future. Examples of questions that would be discussed:
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Advance Care Planing (ACP)
ACP is the document for planning for your future health and personal care. An ACP guides you to reflect your values and personal beliefs when facing end-of-life. ACP is tagged onto your National Electronic Health Record (NEHR) across all hospitals in Singapore for healthcare teams to access in case of an emergency. Nominated Healthcare Spokesperson (NHS) An ACP will also help you identify and appoint an NHS. In the event that you lose the capacity to make decisions on your own, and are unable to communicate your wishes, your NHS will assist the healthcare team in making healthcare decisions on your behalf. |
BENEFITS OF COMPLETING ACP
Gained insights of loved ones unspoken wishes
Deeper understanding of loved ones when they are alive |
Reduced unnecessary healthcare cost
Resulting from clashing opinions and law enforcement etc. |
Increase quality of death/passing
By reducing aggressive medical treatment that is against the patient wish |
BACKGROUND : SINGAPORE'S CONTEXT
Despite living in a diverse community, it is a common taboo across asian culture that talking about death is not normalised. The extremely low rates of adopting ACP together with a moderately high percentage of seeing a need for such conversation, highlights a key insight. People want to talk about it, but the current platform is not effective enough to overcome the negative culture perspective associated with it.
In summary, there are many benefits of completing a person’s ACP. However the take up of the plan is extremely low.
It made me question: Why is it not highly taken up?
It made me question: Why is it not highly taken up?
RESEARCH
I conducted my primary research with the relevant stakeholders in Singapore for Advance Care Planning. Interviews were done with ACP facilitators from Tan Tock Seng Hospital and Khoo Teck Puat Hospital with many years experience on the ground facilitating ACP. I managed to interview the people in the government body of the ACP plan, Agency of Integrated Care (AIC) to find out more about the challenges of raising awareness of ACP in Singapore.
I conducted my primary research with the relevant stakeholders in Singapore for Advance Care Planning. Interviews were done with ACP facilitators from Tan Tock Seng Hospital and Khoo Teck Puat Hospital with many years experience on the ground facilitating ACP. I managed to interview the people in the government body of the ACP plan, Agency of Integrated Care (AIC) to find out more about the challenges of raising awareness of ACP in Singapore.
I also attended outreach events like ‘Both Sides Now’, a community engagement workshop by Lien Foundation and Ang Chin Moh Foundation to observe their approach on how they used the arts to raise awareness to the public. I observed how the public interacts with the performance and interactive activities. I also studied the current campaigns and analysed the pros and cons of each of them.
I also had the chance to interview Mr Tan, who as approached by his doctor to do his ACP but declined to do so and I wanted to find out why. Lastly, I also booked an appointment for myself to walk in the shoes of a young adult thinking about my ACP and completing it. Overall, currently most of the target users of the campaign are the age and the old.
KEY INSIGHTS
1. Death is a taboo topic. Current conversations about death is still perceived to be a sensitive topic that people are unwilling to openly talk about. Especially with the older generation, they tend to say “touchwood” and avoid the topic when the topic/thought of death is brought up. How might we introduce a different perspective about death to banish the taboo and normalize the conversation about end of life? |
2. The Myth of Age
There is almost little to no right opportunity to speak about end of life care. Many believe that talks of EOL are only done when a person reaches old age. For the youth, their high risk lifestyle also puts them at risk of experiencing death at any time. Could we start young and educate a new generation that is open-minded? How might we spark opportunities with the youth and make ACP relatable to the younger generation? |
3. Perception Misalignment As doctors are usually the first touchpoint of one getting to know about ACP. End-of-life is typically associated with the hospital, which also paints the impression that the patient is beyond medical help. How might we shift and disconnect the association of hospitals with the talks of end-of-life? |
TARGET AUDIENCE
Could there be a missed opportunity that we have neglected?
Deciding to focus on young couples, as I have found out as a relationship progresses, there will be changes in the person that would be helping you make important decisions in your life. In the case, of the 26 year old Terri Schiavo who fell into a persistent vegetative state after a cardiac arrest in Gulfport, Florida. There were conflicting views from their parents, spouse, the state court and the hospital. As a result she was kept on life support for 15 years, before they pulled the plug. This is also my motivation to educate Singaporeans early in life, to ensure that both partners know who to represent them when they face the end-of-life. Surveys were also conducted to gather insights from the youth to find out and explore which areas I could intervene.
Could there be a missed opportunity that we have neglected?
Deciding to focus on young couples, as I have found out as a relationship progresses, there will be changes in the person that would be helping you make important decisions in your life. In the case, of the 26 year old Terri Schiavo who fell into a persistent vegetative state after a cardiac arrest in Gulfport, Florida. There were conflicting views from their parents, spouse, the state court and the hospital. As a result she was kept on life support for 15 years, before they pulled the plug. This is also my motivation to educate Singaporeans early in life, to ensure that both partners know who to represent them when they face the end-of-life. Surveys were also conducted to gather insights from the youth to find out and explore which areas I could intervene.
RE-CRAFTING THE QUESTIONS IN CURRENT ACP WORKBOOKS
THE SOLUTION
‘Care to play?’ is an interactive relationship quiz that induces the crucial questions of end-of-life care. It is designed with 3 progressive stages to ease in this taboo topic of death; Casual, Intimate followed by Critical types of question. Through this sequence, ‘Care to Play?’ helps couples reflect on their stage of life, understand their partner at a deeper level and spark opportunities to promote the importance of end-of-life care discussions.
MARKETING AND PUBLICITY OF THE MOBILE WEB APP - JAN 2021
Instagram: @caretoplay.sg
After winning the NUS R&G grant for execution, I formed a 3-man team which consists of a graphic designer and a programmer to assist with creating a brand identity and coding the backend of Care to Play?. Our marketing initiatives consisted of raising awareness of ACP through our Instagram page (@caretoplay.sg) by promoting our Care to Play? Quiz, generating bite-sized ACP-related educational content, hosting giveaways with local brands and attracting new audience via Instagram Ads.
Additionally, we also received opportunities to partner with the Public Service Division (Prime Minister’s Office), Agency of Integrated Care (AIC), as well as a local Youtuber which allowed us to not only reach out to a wider audience but receive endorsements from established organisations. By the end of our 36-day campaign, we had garnered more than 1.6 million impressions through our Instagram page and over 20,500 site visits to our web app.
Featured on:
NUS Singapore’s Instagram, 62,600 followers
All of government FYI Facebook Workplace, 101,3893 Followers
NUSSDE’s Instagram, 1002 followers
Singapore Hospice Instagram, 6559 followers
AIC’s Facebook Page, 39,652 Followers
Additionally, we also received opportunities to partner with the Public Service Division (Prime Minister’s Office), Agency of Integrated Care (AIC), as well as a local Youtuber which allowed us to not only reach out to a wider audience but receive endorsements from established organisations. By the end of our 36-day campaign, we had garnered more than 1.6 million impressions through our Instagram page and over 20,500 site visits to our web app.
Featured on:
NUS Singapore’s Instagram, 62,600 followers
All of government FYI Facebook Workplace, 101,3893 Followers
NUSSDE’s Instagram, 1002 followers
Singapore Hospice Instagram, 6559 followers
AIC’s Facebook Page, 39,652 Followers
USER TESTING AND RESPONSES
Instead of just passively feeding our audience with ACP-related content, we wanted to create a space whereby there could be open discussions about the topic and to hear the opinions of our followers.
Therefore, besides posing ACP-related questions for our followers to participate in, we also asked all the giveaway winners to share their thoughts on “What have you learned from completing the ACP quiz?” through their Instagram Story. This gave us much greater insight into their thoughts and views about the quiz.
Therefore, besides posing ACP-related questions for our followers to participate in, we also asked all the giveaway winners to share their thoughts on “What have you learned from completing the ACP quiz?” through their Instagram Story. This gave us much greater insight into their thoughts and views about the quiz.
Testing with 4 groups of couples at a different stages of their relationship.
Care to play? has succeeded in increasing ACP engagement and sign up by:
1. Targeting an overlooked demographics
2. By Leveraging off targeted digital channels
3. Uses personal relationship to lower barrier to discuss ACP