Critical Info, an Australian platform focused on end-of-life planning, has unveiled its inaugural major media campaign developed by Media Words and Nine's Melbourne talk station 3AW.

The campaign is supported by an integrated digital and social media strategy and crafted by Media Words, an independent media agency. The creative component, titled 'Addressing Life's Most Important Conversations,' was developed by Media Words' partner, Chasing Albert. The campaign aims to address end-of-life planning with sensitivity, offering practical solutions to Australians.

Critical Info's platform is designed to assist Australians in organising their personal paperwork and end-of-life wishes, ensuring that critical information is accessible. The platform enables users to document their end-of-life choices securely and share this information with two trusted contacts. Additionally, Critical Info connects users with over 200 specialists in areas such as death care, bereavement support, and end-of-life planning.

The campaign underscores Critical Info's mission to alleviate the administrative burden on loved ones and ensure that affairs are managed in accordance with personal values.

Catherine Ashton, Founder of Critical Info, said: "Our mission is to take the stress and uncertainty out of estate management and end-of-life ceremonies. We're giving people the tools to be actively involved in their own memorial planning and decide the future of their legacy. This campaign represents our commitment to making end-of-life planning accessible and less daunting for all Australians. By combining the trust and reach of 3AW with targeted digital engagement, we're meeting people where they are and encouraging important conversations."

Media Words, responsible for the media strategy, planning, trading, website, and creative development for Critical Info, operates on an 'Inner Circle' approach. This approach involves using vetted specialists to provide expertise. Media Words was founded in 2014 by Elise Hedley-Dale and specialises in strategic media planning, buying, and campaign management. The agency has established relationships with brands such as Bic, Ocean Spray, Sonos, Peninsula Hot Springs, and The Bean Alliance Group.

Ashton noted Media Words' understanding of Critical Info's ethos: "From the outset, Media Words understood what Critical Info stands for — compassion, clarity, and community. What sets them apart is their ability to combine deep empathy with sharp strategy — they’re driven by what the data tells us about our audience and tailor every campaign to meet people where they are. As a purpose-led social enterprise, having a media team that honours our mission while maximising impact across channels is invaluable."

Elise Hedley-Dale, Founder of Media Words, said: "Twenty-five years in this business teaches you who actually delivers and who just talks a good game. Our inner circle isn't big. It's selective. These are the people we'd bet our reputation on—because we have." She also highlighted the contribution of Chasing Albert, stating, "We do what we do well. We're honest about what we don't. Chasing Albert brought the sharp communication and creative expertise this campaign needed."