From Strategy to Statute 

Compassion and Choices – Medical Aid in Dying Act

Marathon complemented the years-long campaign behind New York’s Medical Aid in Dying Act – collaboratively reframing the issue to grow public support, unlock lawmaker engagement, and provoke new legislative momentum.

The Challenge

For years, terminally ill New Yorkers and their families have advocated for greater autonomy and dignity at the end of life. While medical aid in dying began to gain legal recognition in the United States in the early 1990s and is now authorized in 14 states and jurisdictions, New York stalled passage of the Medical Aid in Dying Act for nearly a decade.

During the 2024 and 2025 legislative sessions, Marathon was enlisted to support Compassion & Choices New York – the leading advocacy organization on the issue, along with their tireless grassroots advocates – to help move the needle among lawmakers.

At the same time, a well-funded and highly organized opposition threatened the bill’s viability, even as terminally ill New Yorkers and their families continued to seek a more compassionate approach to end-of-life care.

Our Approach 

With Compassion & Choices in the driver’s seat on campaign strategy and execution – including design, research and policy expertise, and mobilization of thousands of volunteer advocates – Marathon took the lead on a brand refresh.

Previous creative and advocacy materials had skewed into antagonistic framing that positioned lawmakers as obstacles rather than stakeholders, discouraging them from meaningful engagement with the issue. Marathon collaborated with Compassion & Choices New York, and its partners and dedicated advocates, to reset the campaign’s messaging. 

Shifting the narrative away from confrontation and toward compassion, together we effectively created space for lawmakers to engage with the issue on their own terms. The reframing focused on the stories and lived experiences of terminally ill New Yorkers and their families – emphasizing dignity, love, bodily autonomy, and freedom of choice.

Building on a wealth of existing materials, this strategic reset delivered a cohesive brand refresh across digital and print, ensuring consistency and clarity across all touchpoints. Marathon also supported Compassion & Choices New York in developing emotionally resonant multimedia storytelling to humanize the issue, elevate patient voices, and cut through lawmaker hesitation.

To reinforce earned and organic efforts, Marathon executed a targeted digital advertising campaign aimed at key decision-makers and their spheres of influence. The campaign leveraged social media, video, native, and display channels to deliver sustained exposure during critical moments in the legislative calendar and support momentum toward final passage.

The Impact

The new messaging, design identity, and targeted digital campaign helped Compassion & Choices make critical legislative gains. By reframing the issue around compassion, love, and personal choice – and delivering that message consistently across paid, earned, and owned channels – the campaign changed how lawmakers engaged with the legislation.

In Spring 2025, the New York State Assembly passed the Medical Aid in Dying Act 81–67, marking the first successful Assembly vote in the bill’s ten-year history. Within weeks, the New York State Senate followed with a 35–27 vote on June 9, 2025, securing passage in both chambers.

Marathon’s support continued through, with Governor Kathy Hochul signing the bill into law on February 6, 2026 – making New York the 14th jurisdiction to authorize medical aid in dying.