There are still many people in the Milan area who are unaware of the VIDAS association and the great work it does in providing free assistance to the families of terminally ill patients. For this reason, the association promotes its services and fundraising through various channels: its newsletter, press releases about events and meetings, commercials, social media channels, and billboards. In Milan, it is not uncommon to come across a VIDAS advertising campaign on subway walls, tram sides, or roadside billboards. I have been collaborating for years as a photographer and videographer with this non-profit association in Milan, and seeing a photo I took for one of their campaigns really moved me. The photo shows Giovanni, a hospice patient, talking to Francesca, the psychologist. It depicts a moment of real everyday life, because at Casa VIDAS, patients and their families receive comprehensive care and support, not only from a medical point of view but also from a social and psychological perspective.