Patient Rights

Members of our team helped the Hemlock Society defeat a legislative attempt in Washington, DC that aimed to outlaw physician-assisted suicide in every state. While challenging this proposed policy, we helped position the Hemlock Society as the voice of reason and a leading advocate for patient rights.

The Challenge: The issue of physician-assisted suicide is a controversial one. Although surveys in 1998 showed that a majority of people supported the issue in most states, visible public support and public policy for this patient right were difficult to generate at the time.

The Hemlock Society and other advocates for physician-assisted suicide gained momentum when voters in Oregon approved such a right in 199???? Under the law, terminally ill patients who met numerous conditions had the option to end their life with the help of a physician.

In 1998, a senator from Illinois introduced legislation that would outlaw this right in Oregon and prevent its passage in other states in the future. Passage would make it even more difficult for physicians to manage the pain of terminally ill patients and it would eliminate personal choice in this matter.

The Solution: Within days of earning the assignment, an unexpected event raised the profile of this important issue. Dr. Jack Kevorkian delivered a tape to CBS news that showed him helping a man end his life. Unlike his prior involvement in such matters, Kevorkian actually delivered the lethal drugs himself and didn't require the patient to take control of the act. Kevorkian deliberately crossed the line to force the courts to make a ruling.

Mike Wallace and the news team at 60 Minutes agreed to air the segment the following Sunday. With just four days to work with, we launched an aggressive media campaign to position the Hemlock Society as an expert resource and the voice of reason on this complex issue. We also contacted the news team at 60 Minutes and offered the Hemlock Society as a resource for additional information and a place where media calls could also be directed.

The Result: In just one week, the campaign generated more 125 media placements around the world, including television, radio, newspapers, and magazines. Newsweek, Time, USA Today, Good Morning America, and many other news organizations featured interviews from the Hemlock Society. The coverage built awareness, understanding, and support for the issue of physician-assisted suicide. Shortly thereafter, the proposed legislation to outlaw physician-assisted suicide stalled in committee hearings.

 

 

 

 

 

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