Pallium India: #GoodGrief

Pallium India wanted to build societal acceptance of discussions on illnesses and end of life and bring awareness, understanding, and uptake of considered choices regarding your and your loved ones’ health and wellbeing.


We recognized the importance of normalizing discussions around death and the need for palliative care. That’s why we created the “Good Grief” campaign, which aimed to increase awareness and appreciation for palliative care while also being emotive and connecting with people through research and expertise.

To ensure the campaign reached a wider audience, we conducted it under the hashtag #GoodGrief and timed it to coincide with the birth and death anniversary of Dr. Kubler Ross, a renowned psychiatrist and author of the seminal work on 5 Stages of Grief.

We also used various tactics to drive engagement, including social media and virtual events. On social media, our team shared resources, invited engagement, and answered questions to tackle the societal taboo around discussing death. We also held two virtual events, including a panel discussion on “Normalizing Conversations about Grief and Death,” moderated by Faye D’Souza and featuring five experts, and a Virtual Memorial where eight individuals shared personal experiences of loss.


Our efforts paid off, as the campaign achieved a 90% increase in impressions across platforms. The panel discussion reached 1.2 million people, and the Virtual Memorial reached 186K people. Qualitatively, we observed a perceptible change in people’s attitudes, with many showing a greater willingness to share their personal experiences, and difficulties faced during COVID-19, and seeking help on these subjects. The campaign even led to the launch of Pallium India’s first-ever Sukh Dukh helpline for people who have been bereaved during the COVID-19 pandemic. Additionally, the campaign garnered attention from important stakeholders and journalists, paving the way for future collaborations and opportunities.