
Raising Awareness Through Visual Storytelling: Palliative Care's Impact
The Association of Palliative Care Centres (APCC) of South Africa is set to launch an insightful photographic campaign to promote the importance of palliative care during World Hospice and Palliative Care Day this October. The campaign, titled 'Through the Palliative Care Lens,' aims to demystify the comprehensive nature of palliative healthcare services that extend beyond merely comforting terminally-ill patients.
Bridging the Gap: Understanding Palliative Care
A common misconception persists in South Africa that palliative care is only relevant when patients are at the end of life. Hanneke Lubbe, CEO of Hospice Bloemfontein, emphasizes that palliative care is a multidimensional service that encompasses medical care, emotional support, cultural sensitivity, and ethical considerations—starting from the point of diagnosis.
By showcasing real-life scenarios through photography, the APCC aims to highlight the tangible benefits of early intervention in palliative care. The campaign invites the public and healthcare professionals to interact with these visual stories, deepening their understanding of palliative care's profound impact on patients and their families.
Advocacy for Equitable Access to Care
Currently, the APCC comprises 70 non-profit member organizations across South Africa. Many of these organizations rely heavily on fundraising efforts to maintain their operations due to varying levels of support from the national Department of Health. The APCC advocates for universal access to high-quality palliative care, striving to ensure that every community benefits from these essential services.
Furthermore, the association takes a firm stance on medically assisted dying, insisting that conversations around this topic should not overshadow the imperative of expanding access to effective palliative care services.
Standards that Speak Volumes
This year, the APCC received international affirmation of quality with the accreditation of its Standards for Palliative Healthcare Services. These standards have been developed in collaboration with the Council for Health Service Accreditation of Southern Africa (COHSASA) and are aimed at enhancing the quality of palliative care provided across its member organisations.
Motlalentoa Motsoane, APCC's CEO, encourages all South Africans to engage with the WHPCD2025 website, highlighting the importance of understanding and supporting palliative care initiatives in their communities. The upcoming photographic campaign serves as a vital reminder of the dignity, hope, and support that palliative care can bring into lives faced with life-threatening illnesses.
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