New campaign urges Australians to tackle end-of-life planning

Critical Info, the Australian digital platform for end-of-life planning, has launched its first major media campaign, debuting on Melbourne radio station 3AW and supported by a broader digital and social strategy developed by Media Words.

The campaign, titled “Addressing Life's Most Important Conversations,” is a milestone for the social enterprise, which helps Australians prepare and store essential documents and wishes for end-of-life scenarios. Creative was developed in partnership with Chasing Albert.

The campaign aims to prompt Australians to consider critical planning questions, such as “When you die, someone will be left with many stressful decisions… Do they know what you'd want?” The platform enables users to securely document their end-of-life preferences and share them with trusted contacts.

Catherine Ashton, Founder of Critical Info, said: “Our mission is to take the stress and uncertainty out of estate management and end-of-life ceremonies. This campaign represents our commitment to making end-of-life planning accessible and less daunting for all Australians.”

Alongside the 3AW radio placement, Critical Info’s campaign will run across multiple digital and social platforms to increase reach and engagement.

The campaign is the first since Critical Info appointed Media Words as its media agency. The consultancy manages the platform’s media strategy, planning and buying, as well as its website and creative coordination. Elise Hedley-Dale, Founder of Media Words, said the agency’s “Inner Circle” approach prioritises working with specialists like Chasing Albert to bring empathy and expertise to client campaigns.

Ashton praised the agency’s audience-led approach: “What sets them apart is their ability to combine deep empathy with sharp strategy.”

Critical Info’s platform also connects users with over 200 professionals in areas such as death care, bereavement support, and legal planning.

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