Despite its rapid expansion over the last three decades (Higginson, 1997), specialist palliative care can directly benefit only a relatively small number of ill or grieving people. It is therefore important that attention is paid to creative ways of educating and influencing the wider society in which people live and work. This chapter will examine ways in which palliative care can attempt to spread its principles, demonstrate its value and effectiveness and try to improve the extent to which the enormous variety of communities within that society acknowledge and resource the needs of those experiencing serious illness, loss and bereavement.