Jennyfer Hatch, a Canadian featured in a medical death ad, had wanted to live

The woman featured in an ad campaign for Canada’s physician-assisted dying program had expressed a desire to live months before committing to death.

Jennyfer Hatch was the subject of an “All Is Beauty” campaign which was produced by fashion company La Maison Simons and aired in October, the National Post reported last week.

But the 37-year-old used a pseudonym when she told Canadian broadcaster CTV in June that she actually wanted to live instead of undergoing the medical assistance in dying (MAID) programme.

“I feel like I’m falling through the cracks, so if I can’t access health care, can I access death care?” And that’s what got me into MAID,” a woman named “Kat” told CTV in June.

But, CTV itself confirmed earlier this month, “Kat” was actually Hatch. The woman had requested that the network refer to her by a different name during their interview over the summer.

Hatch suffered from Ehlers-Danlos syndrome, a rare and extremely painful genetic condition in which the body does not produce enough collagen to hold its tissues, skin and organs together, according to the Daily Mail. She was first diagnosed with the disease ten years ago.

She struggled to receive proper care for her condition after her family doctor left, according to the CTV interview.

“From a disability and financial perspective as well, I cannot afford the resources that would help improve my quality of life,” Hatch told CTV months ago. “Because of being locked down financially and geographically, it’s much easier to let go than to keep fighting.”

Hatch was killed in October.

In the “All is Beauty” commercial, Hatch is shown in several scenes surrounded by friends and family at the beach, near a bonfire, and around a table.

“Even now, as I seek help to end my life, with all the pain and in these final moments, there is still so much beauty,” Hatch is heard saying in voiceover during the commercial. “You just have to be brave enough to see it.”

Hatch’s friend, Tama Recker, told CTV that Hatch accepted the decision and wanted to be part of the ad campaign to get people talking about MAID.

“Our (healthcare) system is very flawed and part of what Jennyfer wanted to do is get people talking,” Ms. Recker told the network last week. “It wasn’t to glorify or promote anything except to tell his story which then could be a way for others to have these very difficult conversations.”


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