The Hospice Charity needs help from the public on every level, financially and emotionally. But it’s not a ‘hot’ charity, partly due to the uncomfortable feelings we have with an organisation that helps people near the end of their lives to pass on with as much support and dignity as possible. So, we decided to focus on the Charity’s Second-Hand Book Store to boost awareness and help gather funds. This print and poster campaign promoted a place where the public could donate books to the terminally ill, and where the recently departed could pass on their treasured books back to all of us. There’s a deeply, beautiful message to be told about the value of a story book being passed on from one generation to another. Happily, the message was received and book sales and contributions shot up for the Hospice organization.