Award-winning campaign engages the community and helps families reimagine hospice care
FOR IMMEDIATE RELEASE
CHARLOTTESVILLE, VA — February 13, 2025 – Hospice of the Piedmont (HOP) has been named the winner of the Best Multimedia Campaign in the Hospice & Palliative Care category of the 2025 Aspect Awards, a national recognition celebrating excellence in healthcare marketing and communications. The award acknowledges HOP’s groundbreaking Make Every Moment Count campaign, which was designed to reshape public perceptions of hospice care and encourage earlier engagement.
“Hospice of the Piedmont is dedicated to changing the way our community thinks about serious illness, dying, and grief,” said Nancy Littlefield, President & CEO of Hospice of the Piedmont. “This award affirms the importance of our work in the community, helping families embrace hospice as a time for meaningful moments and support rather than last-minute decision-making. Winning this award reinforces the importance of our efforts to engage the community and ensure more people can access the care they deserve.”
Transforming Perceptions Through Storytelling
Launched in August 2024, the Make Every Moment Count campaign sought to dispel misconceptions about hospice care and encourage timely engagement. Research shows that patients and families often have better experiences—and, in some cases, longer lives—when they consider hospice care earlier. However, many hesitate due to a lack of awareness or lingering myths about hospice services.
Through a compelling three-part video series, the campaign showcased hospice through the perspectives of a patient, a nurse, and the patient’s daughter, illustrating how hospice is about living fully, cherishing connections, and focusing on what matters most.
“At Hospice of the Piedmont, we knew we needed to meet people where they are—whether that’s on their social media feeds or while watching television,” said Jenn Downs, Chief Marketing & Development Officer at Hospice of the Piedmont. “Make Every Moment Count was about helping families see hospice differently and empowering them to take action sooner. This recognition is an honor, but more importantly, it means we are reaching more people, starting more conversations, and ensuring families know they have options when facing a serious illness.”
Broad Community Reach, Real Impact
The campaign’s multi-platform approach—across television, digital advertising, social media, radio, and print—allowed it to connect with a wide audience, from caregivers to older adults. As a result, Hospice of the Piedmont saw its highest hospice enrollment ever in the last half of 2024, reinforcing the power of meaningful outreach in guiding families toward care and support sooner.
Grateful to Our Partners
Hospice of the Piedmont extends its sincere appreciation to Emergence Creative for their storytelling expertise and to Lewis Media Partners for their strategic media placement. Their partnership played a vital role in the campaign’s success.
Looking Ahead
Winning the Aspect Award for Best Multimedia Campaign underscores Hospice of the Piedmont’s ongoing commitment to public education and community outreach. HOP remains focused on ensuring more families in Central Virginia understand the full scope of hospice care and feel empowered to seek support earlier.
“We see this award not as an endpoint, but as a catalyst for even greater conversations about hospice care,” added Littlefield. “We are honored to be recognized, but even more inspired to continue this essential work.”
For more information about Hospice of the Piedmont and to view the award-winning Make Every Moment Count campaign, visit hopva.org
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Contact
Jeremy Jones, Communications Manager
Hospice of the Piedmont
434-817-6900
Jeremy.Jones@hopva.org
