One in five New Zealanders are impacted by dying at any one time – those living with a terminal illness or supporting someone who is. Yet despite medical advances extending life, dying has become increasingly out of sight, out of mind. People don’t like to talk about it, or think about it – unless they are dying or have someone who is. As a result, businesses and organisations, from banks to supermarkets, airlines to government institutions, are unintentionally ignoring the needs of people who are dying, adding unnecessary burden to an already difficult time.

Businesses design for every other phase of life – education, careers, marriage, first homes, pregnancy, divorce – so why not this one?

So Hospice New Zealand and McCann Wellington launched Dying Reviews, a world-first review platform that gives terminally ill people a voice in how businesses and organisations treat them during one of life’s most critical phases. The campaign was recognised by Cannes Lions yesterday, shortlisted for a Glass Lion in the 2026 awards show, that will take place later this month. 

Dying Reviews allows terminally ill people to rate and review how they’re being treated by the organisations they interact with. Banks that won’t adjust loan terms. Insurance companies with inflexible policies. Telcos with complicated cancellation processes. Airlines that don’t accommodate medical needs. Schools, churches, pharmacies, supermarkets – every touchpoint that becomes harder when you’re dying.

The initial 500 reviews were gathered collaboratively through Hospice and research channels, with the platform designed deliberately to respect the time and energy of those completing it. The reviews reveal systematic pain points and provide clear guidelines on how organisations can better design for dignity.

Wayne Naylor, CEO of Hospice New Zealand, stated, “Dying Reviews has the potential to drive innovation for a phase of life we are all likely to go through. It is about designing with empathy and ensuring we are treated with dignity – not just at the end, but throughout.

“Until now, we haven’t been able to have conversations with many businesses and organisations about how they can improve their experiences for terminally ill people and their families. This platform is opening those conversations in a way that gets their attention and drives real change.”

Brigid Alkema, chief creative officer at McCann Wellington, added, “It’s a privilege to build something that surfaces a genuine problem we are all likely to face, but also gives real hope for how organisations and society as a whole thinks about what is arguably our most profound phase of life. 

“For businesses, Dying Reviews speaks in a language they understand – data. They can now see how they’re performing at a human level, track it over time, and make informed decisions about where empathy and better design can improve customer experience – and, more importantly, human dignity. This isn’t about charity – it’s about smart businesses recognising an opportunity to lead on something that matters.”

The results are already speaking for themselves. Large businesses including major banks have begun engaging directly with Hospice NZ to understand how they can improve their experiences for terminally ill people and their families.

Looking ahead, the next Dying Reviews Report will be released later this year behind a paywall, providing businesses with deeper insights into the data while creating a sustainable income stream for Hospice. Learnings that were once lost with those who have passed on can now be used to improve things for all of us to come.

The platform is live now at DyingReviews.org, with the initial 500 reviews available alongside guidelines for organisations looking to improve their empathetic design practices. Hospice New Zealand welcomes enquiries from any organisation interested in learning more about how they can better support people during this important phase of life. Contact info@dyingreviews.org for more information.

Credits:
Client: Hospice New Zealand 
Creative Agency: McCann Wellington (formerly Clemenger NZ) 
PR: GRC Partners + Porter Novelli
Research: Perceptive
Marketing Technology Consultancy: Credera