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Through our website, presentations, television and radio commercials, billboards, and health fairs, we shared our BTC message and have reached more than two million people so far! We plan to continue to encourage people to start talking about their decisions with family and physicians and to put their plans in writing so their wishes can be honored.</p> <p class=abouttext><strong><span style='font-size:15.0pt;font-family:"Helvetica Condensed","sans-serif"; color:#DF6349'>What it is:</span></strong> Begin The Conversation is a community education program, created by Lower Cape Fear Hospice &amp; LifeCareCenter in Wilmington, NC. The program includes advance care planning materials, healthcare resources, and an interactive website devoted to encouraging people to have these discussions before a crisis occurs. </p> <p class=abouttext><strong><span style='font-size:15.0pt;font-family:"Helvetica Condensed","sans-serif"; color:#DF6349'>Objectives:</span></strong> The objectives of Begin the Conversation include: 1) the understanding of possible healthcare choices, including timely hospice and palliative care services; 2) the knowledge about ways to record decisions, using advance care planning forms, legal documents, toolkits, and other resources; 3) encouragement to have end-of-life conversations with loved ones, family members, clergy, and physicians.</p> <p class=abouttext><strong><span style='font-size:15.0pt;font-family:"Helvetica Condensed","sans-serif"; color:#DF6349'>History of BTC:</span></strong> A study from the Johns Hopkins Bloomberg School of Public Health found that two-thirds of survey respondents did not have advance directives nor were they comfortable in having critical end-of-life conversations, though most of them did have preferences about the kind of medical care they would want if faced with end-of-life decisions. As a hospice agency, we see the benefits of advance care planning and communication every day. Not only is it important for the one expressing their choices, it is a gift for family members. </p> <p class=abouttext>After receiving a trademark for the program, the website, BeginTheConversation.org, was created in conjunction with a local marketing firm, HOT Wilmington. The site offers access to downloadable forms, personal testimonies, upcoming events, recent news and trends, social networking groups, blogs, and other critical resources and materials. A strategic plan was then developed to spread the Begin The Conversation message that included television and radio advertisements, print articles, community and professional workshops and conferences, social networking, billboards (stationary and moving), and a variety of marketing tools (i.e. T-shirts, pens, bumper stickers, posters, etc.).</p> <p class=abouttext>We estimate that more than two million people have encountered Begin The Conversation since its inception in October 2009 though the website, media outlets, social networking, educational events, or just by word of mouth. We feel that because of this penetration into the community as well as the appeal and importance of BTC, more people are aware of end-of-life choices. And consequently, our agency has experienced a tremendous growth, both in patient census and in simple public awareness, since the inception of BTC.</p> <p class=abouttext>We are very excited about the success of Begin The Conversation, especially as we consider the number of people that we can enable, encourage, and educate about important end of life conversations, even if we never see them as hospice patients and families.</p> </td> </tr> </table> </div> <p class=MsoNormal align=center style='text-align:center'><span style='mso-fareast-font-family:"Times New Roman";display:none;mso-hide:all'><o:p>&nbsp;</o:p></span></p> <div align=center> <table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0 width=860 style='width:645.0pt;mso-cellspacing:0in;mso-yfti-tbllook:1184;mso-padding-alt: 0in 0in 0in 0in'> <tr style='mso-yfti-irow:0;mso-yfti-firstrow:yes'> <td colspan=7 style='padding:0in 0in 0in 0in'> <p class=MsoNormal><span style='mso-fareast-font-family:"Times New Roman"; display:none;mso-hide:all'><script type="text/javascript"> AC_FL_RunContent( 'codebase','http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,28,0','width','860','height','80','title','Conversation Facts','src','../Website0930/footer_snippets','quality','high','pluginspage','http://www.adobe.com/shockwave/download/download.cgi?P1_Prod_Version=ShockwaveFlash','movie','../Website0930/footer_snippets' ); //end AC code </script></span><span style='mso-fareast-font-family:"Times New Roman"'><object classid="CLSID:D27CDB6E-AE6D-11CF-96B8-444553540000" id=DefaultOcxName width=860 height=80 data="about_files/ocxstg001.mso" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,28,0"></object><noscript><o:p></o:p></span></p> </td> </tr> </noscript> <tr style='mso-yfti-irow:1'> <td style='padding:0in 0in 0in 0in'> <p class=MsoNormal><a href="http://www.facebook.com/group.php?gid=148146629063" target="_blank"><span style='mso-fareast-font-family:"Times New Roman";mso-no-proof:yes;text-decoration: none;text-underline:none'><img border=0 width=205 height=50 id="_x0000_i1031" src="images/button_facebook.gif" alt="BTC Facebook"></span></a><span style='mso-fareast-font-family:"Times New Roman"'><o:p></o:p></span></p> </td> <td style='padding:0in 0in 0in 0in'> <p class=MsoNormal><span style='mso-fareast-font-family:"Times New Roman"; mso-no-proof:yes'><img border=0 width=272 height=50 id="_x0000_i1030" src="images/button_phone.gif" alt="ftp://66.235.111.147/images/button_phone.gif"></span><span style='mso-fareast-font-family:"Times New Roman"'><o:p></o:p></span></p> </td> <td style='padding:0in 0in 0in 0in'> <p class=MsoNormal><a href="mailto:begin.conversation@lcfh.org"><span style='mso-fareast-font-family:"Times New Roman";mso-no-proof:yes;text-decoration: none;text-underline:none'><img border=0 width=142 height=50 id="_x0000_i1029" src="images/button_email.gif" alt="Email BTC"></span></a><span style='mso-fareast-font-family:"Times New Roman"'><o:p></o:p></span></p> </td> <td style='padding:0in 0in 0in 0in'> <p class=MsoNormal><a href="javascript:mailpage()"><span style='mso-fareast-font-family: "Times New Roman";mso-no-proof:yes;text-decoration:none;text-underline:none'><img border=0 width=241 height=50 id="_x0000_i1028" src="images/button_friend.gif" alt="Tell a Friend"></span></a><span style='mso-fareast-font-family:"Times New Roman"'><o:p></o:p></span></p> </td> <td style='padding:0in 0in 0in 0in'></td> <td style='padding:0in 0in 0in 0in'></td> <td style='padding:0in 0in 0in 0in'></td> </tr> <tr style='mso-yfti-irow:2;mso-yfti-lastrow:yes'> <td colspan=7 style='padding:0in 0in 0in 0in'> <p class=MsoNormal align=center style='text-align:center;vertical-align:middle'><span style='font-size:10.0pt;font-family:"Helvetica Condensed","sans-serif"; mso-fareast-font-family:"Times New Roman";color:#927F71'>A public education initiative sponsored by Lower Cape Fear Hospice &amp; LifeCareCenter in an effort to motivate people to begin the conversation about Advance Care Planning as well as complete documentation to support their choices.<o:p></o:p></span></p> <p class=MsoNormal align=center style='text-align:center'><span style='font-size:7.5pt;font-family:"Helvetica","sans-serif";mso-fareast-font-family: "Times New Roman";color:#669999'>This site is not intended or offered as legal advice. 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