A misunderstanding about the true values of palliative care persists in society. The concept of "Palliative Care" still arouses feelings of fear and anxiety, and is constantly perceived as only "death" or "end of life". This subject of Public discourse has been identified as a barrier to its implementation and development. A new conceptual framework is needed for promote reality-based assertive awareness. This line of research focuses on social communication, the training/Education of those from different groups in society and the transfer of knowledge in the field of palliative care.