Planning for death is practical, but not palatable. The Chinese community is particularly steeped in superstition and stigma about death.
Two years ago, Skylawn Memorial Park changed its name to Lifemark Group and set out to raise awareness while changing perceptions and educating the San Francisco Bay Area Chinese community about "life planning."
"It's something everybody needs, but nobody wants," says Anthony Kan, Lifemark Group director of field force.
Strategy
A sustained long-term campaign spanning a variety of venues was needed. The situation ...