The Conversation Project®, a public engagement initiative, began in 2010, when Pulitzer Prize-winning writer Ellen Goodman and a group of colleagues & concerned media, clergy, and medical professionals gathered to share stories of “good deaths” and “hard deaths” within their own circle of loved ones. Goodman founded the nonprofit after serving as caregiver to her mother with Alzheimer’s disease for many years. She & her mother had never discussed end-of-life care, but in the end the care decisions fell to Ellen. “I realized only after her death how much easier it would have all been if I heard her voice in my ear as these decisions had to be made,” she recalls. A vision emerged for a grassroots public campaign that would change our culture to have every person’s wishes for end-of-life care expressed and respected. We offer free tools, guidance, and resources to jump start conversations.