Cummins&Partners Makes the Australian Euthanasia Bill Personal
Over 70% of Australians support the legalisation of voluntary euthanasia. Despite this overwhelming backing, there is still no law. In fact, the issue has been voted down 13 times in the South Australian parliament. Andrew Denton's Go Gentle Australia, with Cummins&Partners Sydney, and in partnership with the Australian Nursing and Midwifery Federation, are determined for the next vote to successfully represent the will of the people. 'Be The Bill' is a social campaign that aims to bring the voice of Australians to the politicians and into the vote itself.
'Be The Bill' allows anyone in Australia who supports voluntary euthanasia to create a personalised version of the Bill to remind politicians this is about real people who want the choice of a peaceful death.
Says Tom Martin, ECD, Cummins&Partners: "At the click of a button the site substitutes the word 'person' with your name throughout the whole Bill, and places your profile picture from Facebook on the document cover - creating your very own version of the Bill. This is then sent to the 69 voting politicians to remind them that they're voting on something that affects you personally."
The campaign launched with Kylie Monaghan - a young South Australian who was the first person to Be The Bill. She has advanced cancer that has spread to her liver and bones. In an online film, directed by The Pool Collective's Ingvar Kenne, all Australians are encouraged to participate. Kylie explains that she has chosen to Be The Bill so when politicians go to vote on the issue, they "won't just debate a bill about some person that doesn't exist - instead they'll debate me and my life and my choices."
Says Andrew Denton, director, Go Gentle Australia: "You don't have to be ill or from South Australia to Be The Bill. The majority of Australians support choice at the end of life, but despite this there is still no law. This campaign will hopefully bridge the gap between public sentiment and political action by creating a social groundswell that politicians will no longer be able to ignore. No Australian should be left to die a lingering and painful death. We will start in South Australia and we will keep going until a compassionate law with strong safeguards is put in place to ease the suffering of those who should not be forced to endure it."
If you support voluntary euthanasia go to BeTheBill.com to create your own Bill.
Go Gentle Australia was established in 2016 to spark a national conversation about the legal right to voluntary euthanasia. The organisation's goal is to raise awareness by supporting people who want to end their life with dignity, and giving friends and family the confidence to stand up as strong advocates for legislative change for choice.
Creative Agency: Cummins&Partners Sydney
Creative Director: Mandie van der Merwe & Avish Gordhan
Executive Creative Director: Tom Martin & Julian Schreiber
Group Account Director: David Flanagan
Executive Producer: Bill Doig
Designer: Domenic Bartolo & Lorraine Costello
Account Executive: Olivia Etzine
Chief Strategy Officer: Adam Ferrier
Creatives: Mandie van der Merwe, Avish Gordhan, Julian Hartley, Rob Gordon
Digital Designer: Tassio Guichard
Developer: Peter Feltham
Director of Digital Production: Tony Chilvers
Creative Technologist: Andrew Rovenko
Digital Producer: Gemma Heyes
Production Company: The Pool Collective
Executive Producer: Cameron Gray
Director: Ingvar Kenne
Editor: Christopher Baron, Alex Ross-Edwards
Post Production / VFX
Colourist: Ben Eagleton
Composer: Ramesh Sathiah
Music Production: Song Zu Sydney
Category: Corporate and social , Government