CLAIRE House is among 26 hospices across the North West who have come together for the first time to launch a pioneering TV advertising campaign aimed at busting myths about the care they provide.
The Think again campaign aims to raise awareness and break down barriers which can prevent people from accessing hospice care across the region.
The commercial uses compelling video clips filmed with real patients, families, staff and volunteers to spread the key message that hospices are local charities, which provide specialised support for everyone regardless of age or condition, in a positive, welcoming environment.
It ends with a request to viewers to donate £5. Donations will be split equally between the hospices taking part - with the profits spent on providing personalised hospice care for those affected by life-shortening conditions in the North West.
The advert will run for three weeks from next Monday, March 10, and also be shown through on the ITV Player catch-up service.
It is the first time hospices have worked collaboratively in this way - adopting a group approach to help hospice care reach a huge audience of more than 5m.
The project was the brain-child of Sue McGraw, chief executive of St John's Hospice in Lancaster.
She said: "Time and time again we hear that people believe their local hospice is a frightening or depressing place, or they assume it's only for older people, or just those diagnosed with cancer, rather than all life-limiting conditions.
"All these things can be great barriers to people accessing hospice care.
"With this campaign we're hoping to break down these myths and barriers by bringing the reality of what we are all about into people's homes and onto their TV screens."
Janet Abraham, from Claire House, said: "This is a great opportunity for us to show case the work of Claire House and team up with other hospices to tell the North West all about the work organisations like ours do in the local community.
"It is an exciting project and we are proud to be working with colleagues across the area to pioneer this group approach.
"By encouraging people to 'think again' about their local hospice, we hope we can reach out and connect with more people in our local communities."
Collectively, the 26 hospices involved in the campaign care for around 29,400 patients each year – although thousands more also benefit through the experience of family members, carers and loved ones.
It costs around £85.5m to run the hospices involved each year – £59m of which is raised through charitable efforts.
For more information about the campaign and the individual hospices involved visit www.nwhospices.org.uk