New All-Age Palliative and End of Life Care Strategy launched during Dying Matters Awareness Week 2025

A new strategy to improve palliative and end of life care for communities across Staffordshire and Stoke-on-Trent has been launched by Staffordshire and Stoke-on-Trent Integrated Care Board (ICB).

The Staffordshire and Stoke-on-Trent Integrated Care System (ICS) All Age Palliative and End of Life Care Strategy 2025-2028 has been launched during Dying Matters Awareness Week (5 – 11 May 2025), a national campaign led by Hospice UK which encourages open and honest discussions about end of life experiences. This year’s campaign theme is ‘The Culture of Dying Matters’.

Dr Hannah Missen, Clinical Lead and GP at Staffordshire and Stoke-on-Trent ICB, and one of the leads for the development of the strategy, said:

“The launch of this strategy demonstrates the shared commitment of our ICS partners to enhancing palliative and end of life care across Staffordshire and Stoke-on-Trent. In shaping this strategy, we engaged with and listened closely to our communities. Notably, 88%* of survey respondents felt that as a community, we don’t talk enough about death and dying.

“Launching this strategy during Dying Matters Awareness Week – a key national campaign – is significant. It helps bring these vital conversations into the open and encourages compassionate, inclusive, meaningful conversation about death and dying.”

This year’s theme, The Culture of Dying Matters, delves into the diverse ways communities across the UK discuss, navigate, and commemorate death and dying, while emphasising the shared emotions that connect us all in grief and loss.

Chris White, Senior Digital Marketing & Campaign Manager at Hospice UK, said:

“Talking about death and dying is never easy, but it’s vital. Honest and timely conversations can ensure that people get the support they need and help loved ones better understand their wishes.

“This Dying Matters Awareness Week, we’re focusing on the diverse cultural approaches to death and dying within the UK and how those perspectives can inspire more open, meaningful discussions in every community.

“We hope that by sharing and learning from these experiences, we can create a society where talking about death is less of a taboo and where everyone feels empowered to have these conversations.”

The new Staffordshire and Stoke-on-Trent Integrated Care System (ICS) All Age Palliative and End of Life Care Strategy 2025-2028 is published here.

We understand that this topic may be distressing to some people or may trigger certain emotions or memories. You can access support in the following places:

NHS Staffordshire and Stoke-on-Trent Talking Therapies

Staffordshire County Council – Bereavement Support Resources

Stoke-on-Trent Community Directory – End of Life & Bereavement Support

Hospice Collaborative Adviceline: 0300 5612900

Midlands Partnership University NHS Foundation Trust Chaplaincy, Spirituality and Pastoral Care

University Hospitals of North Midlands NHS Trust Spiritual, Pastoral and Religious Care Service

NHS England Palliative and End of Life Care Support Resources

Cruse Bereavement Support

*Staffordshire and Stoke-on-Trent Integrated Care System (ICS) All-Age Palliative and End of Life Care Strategy 2025-2028 public engagement online survey, September – October 2024.