Dying to be Heard
Terminally ill patient, Megan McClay and her husband Dimitar Kashchiev, from Norwich, have taken part in a impactful photographic exhibition that highlights end-of-life care experiences and calls for more honest and open conversations around dying.
Megan’s dying wish is that these images lead to thought provoking conversations which result in more support for people.
''Being an integral part of this powerful photography and having the opportunity to do this work was very hard on us both emotionally, but incredibly rewarding and important to us. The project inspired us to have difficult dialogues surrounding end of life care, both with one another and within our inner circle of loved ones. We are fortunate to have an unwavering bond that enabled us to show in these scenes our vulnerabilities, our stark fears and anxieties in the context of our reality, which is devoid of the stability of time, but nuanced with end of life, death, and uncertainty as our constant companions. We feel proud to have done this, and sincerely hope and believe this will ignite lasting change.'' - Megan McClay and Dimitar Kashchiev







Leaders from across North Wales have come together to take part in a unique and creative event, organised by Same but Different as part of their ‘Dying to be Heard’ initiative, focussed on end-of-life care. They were united in their calls for more honest and open conversations about death and dying, in order to ensure people are supported adequately in the community. Inspiration for this was 'The Last Supper' and the moments in the creation of this image by Same but Different were captured in this film.
What matters most?
An exhibition inspired by Same but Different photographer and director, Ceridwen Hughes’ own experience of end-of-life care, when her mother died in 2020.
Through photography, film and written narratives you are introduced to the experiences of those living with dying and the caregivers involved in providing care and support. An honest, raw and inspiring account of ‘what matters most?’ in life and in death aimed at improving end of life care through the experiences of those receiving and delivering care.
Watch the trailer
Watch the episodes
You can hear more from each individual involved in the ‘What matters most?’ project as they talk in interview to Ceridwen Hughes. Just click the button below to get in-depth conversation from each participant and their roles in end of life care or their experiences as they or a loved one receive palliative care.
Read their stories
View the exhibition















Get involved
Collaboration is important to us. If you would be interested in hosting an exhibition, sharing your story or simply would like to chat to us, please complete this form in and we will be in touch as soon as possible.
Need help?
If you need more information or support visit Marie Curie or Hospice UK.
How you can share
HELP US MAKE A DIFFERENCE BY SHOWING TELLING YOUR STORY.
Please share using the #WhatMattersMost and let’s start the conversation about the importance of end of life care.
Post your words / picture / video onto your own Facebook or Instagram profile/page with the hashtag #WhatMattersMost and tag ‘@samebutdifferentcic‘.
Tweet your words / picture /video onto your own Twitter profile with the hashtag #WhatMattersMost and tag ‘@SBDRareProject‘.
A collaborative creative project