Death is universal, but our willingness to talk about it is not. We celebrate so many aspects of birth, while we avoid, fear, and have resistance to talking about and planning for death. End Well is a nonprofit on a mission to change that.
The more accepting we are of death, the better we can live today. But how? For one, death anxiety is a major stressor at the end of life, mainly due to our lack of understanding and dialogue about it. Not knowing what your options, wishes, or how to advocate for yourself or a loved one at life’s end also leads to stress, financial burden, and often, a death that isn’t what we would have chosen. And not living life to the fullest today because we think we have infinite time leads to profound regrets on people’s deathbeds.
But what if we didn’t have to wait to be faced with death to figure all this out?
As End Well’s agency of record, that’s exactly what we set out to do.
To shift the "we're scared of death, so we avoid it” narrative and create a new one—where people actively engage with conversations about death, grief, illness, and loss in ways that are beautiful, relevant, and deeply human and shareable.
We did this through a strategic, holsitic creative content strategy designed to grow awareness across their socail media platforms.
As End Well’s creative and strategic agency partner, we had to transform traditionally taboo topics into something inspiring, exciting, and widely shareable, while strategically growing their accounts—all within a limited nonprofit budget.
Our strategy focused on expanding the emotional bandwidth around death. Instead of portraying it solely through the lens of sadness and grief, we created content that tapped into the full spectrum of the human experience—humor, inspiration, curiosity, compassion, and hope—reframing those conversations as not only necessary, but deeply human and sharable.
Each piece of content was crafted to highlight a different emotional connection point:
By framing death not as an endpoint but a part of life—beautiful, emotional, complex—we broke through cultural discomfort and built a new narrative around end-of-life care that felt personal, relevant, and accessible.
We reshared clips from TV shows, podcasts, poetry readings, and edited videos with our own unique content; created carousels from news articles and studies, and leveraged End Well’s yearly Ted-Style end-of-life conference to captivate and grow our audience. We developed a strategic content capture plan at the event to generate the most amount of content possible, including behind the scenes interviews of speakers and street-style interviews with attendees and influencers. Our CEO interviewed 18 speakers back-to-back with a small crew, while the rest of the team ran around capturing footage of the full day conference with 800+ attendees.
We created a rich library of multi-platform content to speak to the varied and complex experiences around death and dying, tailoring them to fit our audience, the ever changing social media landscape, news, trends, and performance metrics. We covered topics from deathbed regrets and visions to creative ways to house a loved one’s ashes; from comedy specials about grief to clips about human composting and questions to ask yourself to start thinking about dying. We found the best content and edited it in interesting, digestible ways. We doubled down on what our growing community wanted to hear, see, and learn. And created content in a way that was deeply resonant and high-performing.
Some standout examples include:
We focused on clear, accessible language and compelling design to ensure that the tone stayed warm, inclusive, and non-medicalized. We prioritized representation—highlighting diverse voices, cultures, family structures, and medical experiences—and elevated collaborations with thought leaders in palliative care, grief counseling, and death positivity movements.
We surpassed our goals by a landslide and couldn’t believe the results! From (January 2024 - may 31st, 2025), we:
Our content also grabbed the attention of celebrities like Demi Moore (who commented), Katie Couric (who reshared us), and Chelsea Handler (who reshared us).
A top comment, with 922 likes, on the reel of Dot said “This reel ought to be the most important reel on social media ever. Every fiber of my being is touched by the truth in this awesome old lady’s voice…” More than the metrics, this, fundamentally, was our goal. Sharing content in a way that deeply resonates with people and inspires them to prepare for death in their own unique, messy, poetic, human way.
