In 2001 McCann produced a campaign with social purpose for the Hungarian Hospice free of charge, this year’s activity is the continuation of these charity efforts. The aim of the foundation is to provide incurable cancer patients with humane treatment, up-to-date relief of pain and to ensure the dignity of life and death.

The creative conception of the advertisements are adjusted to the set aims, testimony kind of advertisements with strong emotional effect have been produced in which Hungarian celebrities speak about their experience near death, while in the background moving scenes from the work of the Hungarian Hospice can be seen.

The campaign has been granted free appearance surface in RTL Klub, Aqua and Elite magazines; also, further negotiations with public domain firms and other press publications are under way. The 1% advertisements of Heim Pál Hospital are made partly by using last year’s materials, partly with new materials. The tv spot produced entirely from private sources continue to run unchanged in the program of cable televisions, commercial and public service channels, except for tv2 where producers have not been given possibilities for appearance free of charge. Boomerang Cards will be printed with new motifs, and it is part of the campaign that the McCann team will renew the hospital’s homepage and produce the English version.

Regarding both communications, media matters are managed by Universal-McCann, and PR tasks are carried out by Momentum Hungary. The three agencies work free of charge for the Hungarian Hospice and Heim Pál Hospital.