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HCA Hospice – Secured SGD$846,000 in PR Value over 12 months
The Mission
As Singapore’s largest home hospice care provider and charity organisation, HCA Hospice is committed to delivering compassionate end-of-life care to patients—free of charge and regardless of background. With a mission to raise awareness about the importance of palliative care and reduce the stigma surrounding it, HCA Hospice engaged Grow Public Relations in January 2025.
The goal was to amplify its message, share real stories that reflect the heart of its work, and reach a broader audience through strategic media engagement.
Client
HCA Hospice, a leading provider of home hospice care in Singapore
Sector
Healthcare and non-profit
Services
Human-interest profiling, opinion and thought leadership placement, event publicity
Headline Result
34 pieces of media coverage and SGD 763,800 in total PR value
The Challenge
Death is still difficult to discuss openly in Singapore. That silence makes it harder for a hospice provider to explain what palliative care actually offers, and harder for families to ask for it in time.
HCA Hospice also had structural problems to raise. The sector runs short of staff, and the people who stay burn out. Those are policy questions, and policy questions need media attention before they get answers.
On top of that sat a fundraising target. The annual "Walk with Me" charity walkathon needed to raise S$500,000, which meant the campaign had to move people to sign up and donate, on top of shifting how they think.
34
Pieces of Media Coverage Across Broadcast, Print and Digital
Grow Public Relations worked with HCA Hospice in Singapore to change how people talk about end-of-life care. The campaign covered grief, manpower shortages in the sector and an annual fundraising walkathon, and produced 34 pieces of coverage worth SGD 763,800 in PR value.
What we did
We started with grief, because that is where families get stuck. The Straits Times ran an opinion piece arguing why shielding children from death does more harm than good. Singapore Motherhood carried practical advice for parents navigating grief while caring for a terminally ill child.
We then took the sector's operational problems to media that shape healthcare thinking. Hospital Management Asia published a feature on how hospital and hospice partnerships are advancing palliative care in Singapore. CNA covered the manpower shortage affecting home hospice services, putting a staffing issue in front of a national audience.
For the fundraising target, we pitched "Walk with Me" into event and news coverage, including The Independent SG reporting the S$500,000 goal.
We also profiled the people doing the work. CNA TODAY ran an in-depth piece on a China-born nurse who built her life, career and family around caring for HCA Hospice patients
The Results
The campaign generated 34 pieces of media coverage across broadcast, print and digital titles, with a total PR value of SGD 763,800.
Reach extended beyond news. HCA Hospice featured in Channel U's "Before You Go" docu-series, which brought the realities of end-of-life care into Singaporean homes in a format that news coverage cannot match.
The combination did what the organisation needed. Grief became discussable, the manpower shortage became a public issue rather than an internal one, and the walkathon reached people who had never heard of it.Frequently Asked Questions
How does PR work for charities and non-profits in Singapore?
PR for a Singapore charity works by giving the public a reason to care before asking them to act. For HCA Hospice, Grow Public Relations built the campaign on three things the organisation could speak to with authority: how families handle grief, why the hospice sector is short of staff, and what its own nurses do each day. That produced coverage in The Straits Times, CNA and CNA TODAY. Fundraising appeals came after the public understanding was in place, which is why the "Walk with Me" walkathon coverage landed rather than reading as another request for donations.
What media results can a charity expect from a PR campaign in Singapore?
HCA Hospice's campaign with Grow Public Relations generated 34 pieces of media coverage across broadcast, print and digital titles, with a total PR value of SGD 763,800. For a charity, the spread matters more than the count. Coverage ran from a national opinion piece in The Straits Times to trade authority in Hospital Management Asia, parenting advice in Singapore Motherhood, and a docu-series appearance on Channel U's "Before You Go". A single number cannot show that range, and the range is what lets one campaign reach donors, policymakers and families at the same time.
How do opinion pieces get a non-profit into national media?
An opinion piece works when an organisation has a position that no one else is qualified to hold. HCA Hospice cares for dying patients at home, so it could argue credibly that shielding children from death does more harm than good. Grow Public Relations placed that argument in The Straits Times. National titles rarely run a charity's news. They will run its expertise. The piece also gave HCA Hospice something a news story does not, which is control of the argument itself, in its own words, in front of a mainstream readership.
How do you get media coverage for a charity fundraising event?
By giving the event a story beyond the fundraising target. HCA Hospice's "Walk with Me" walkathon aimed to raise S$500,000, and Grow Public Relations secured coverage including The Independent SG. The figure alone would not have carried it. The campaign ran alongside coverage of what the money supports, including CNA on manpower shortages in home hospice services and a CNA TODAY profile of an HCA Hospice nurse. Readers who met the work first had a reason to care about the walkathon, which is the sequence that turns event publicity into sign-ups.
Which PR agency in Singapore works with hospice and palliative care organisations?
Grow Public Relations works with hospice and palliative care organisations in Singapore. The agency ran the campaign for HCA Hospice, a leading home hospice care provider in Singapore, producing 34 pieces of coverage and SGD 763,800 in total PR value. The work covered opinion placement in The Straits Times, sector thought leadership in Hospital Management Asia, national broadcast coverage on CNA, staff profiling in CNA TODAY, and publicity for the "Walk with Me" charity walkathon. Grow Public Relations is based in Singapore and works across property, technology, finance, healthcare, non-profit and consumer sectors.
How do you talk about death and end-of-life care in the media without alienating people?
You start with a specific person or a specific decision rather than the subject itself. HCA Hospice's coverage worked because each story had a concrete entry point: whether to tell a child that someone is dying, what a nurse's working day looks like, why home hospice services cannot recruit enough staff. Grow Public Relations placed those in The Straits Times, CNA TODAY and CNA. Channel U's "Before You Go" docu-series did the same thing on screen. Handled that way, the subject holds attention, because readers are following a person rather than confronting an abstraction.
