Over the last 2 years we’ve worked hard to refine our products; build partnerships with some of Australia’s largest businesses and philanthropic organisations; establish a new technology platform to deliver our services at greater scale to consumers, corporations and government; and shift our business model from a traditional charitable organisation to a scalable social enterprise. 

Whilst many people in our community have known us as LifeCircle, we’ve found this name doesn’t best serve the people we support. So instead, we chose an allusive name that provides a ‘gentle’ entry to our work. The Violet Initiative is inspired by the first and last colour of the day, and embodies the help, hope and acceptance that we are here to offer.

Armed with a new name, strategy and brand position, plus a raft of new customers and partners, we are setting out to tackle one of the most complex and challenging issues that Australia is facing. 

Many Australians are not having the end of life experience they want or deserve.

Half of the 100,000 predictable deaths each year have regretful outcomes - when things don’t go as planned, or there is no plan. Regret is a very personal emotion, but it carries widespread costs for families, businesses, the health system and society. 

These costs add up to $1billion, posing a challenge that only increases with our ageing population.

Violet leverages 30+ years experience, and a significant global evidence base to build skills in non-clinical care and communication. We target three audience groups: friends and family (informal caregivers); professional caregivers, GPs and clinicians, and relevant businesses whose work intersects with the final stage of life, like aged care, banks and insurers.

Violet’s peer-to-peer support drives behaviour change in three main areas: acceptance of, preparation for and communication during the end of life. We provide support when and where people need us - at home, in aged care, health care, and in relevant businesses. 

Informal caregivers can access free, one-one-one support from trained Violet guides as well as access a growing digital library of personal and professional wisdom. For businesses, we provide training and education to key staff so that they can better support customers and employees through this last life stage. Violet support is proven to increase relief and resilience, and reduce regret.

The human impact of our work is clear. And the economic impact is significant.  We offer system-wide benefits to the healthcare system, positively impacting servicing and care costs, as well as productivity in relevant businesses. Our early intervention system of support enables both government and industry to simultaneously re-distribute costs and achieve better human outcomes.  

VIDEO: Violet's CEO talks about transforming the last stage of life

This end of life issue exists above any individual, demographic, industry sector, or ministerial portfolio. It is a costly and widespread human issue that for too long we have not thought about until it is too late. 

The Violet Initiative is seeking to change this.

Follow Melissa on Twitter and read her latest article, "Australia's $1B challenge: why I'm driven to close the 'regret gap'​ in the last stage of life", on LinkedIn.