Published in collaboration with the European Institute of Palliative Care, Open Sociaty Institute, King's College London, and the European Institute of Oncology. ; Abstract: Populations in European and other developed countries are ageing, and more people are now living with the effects of serious chronic illnesses towards the end of life. Meeting their needs presents a public health challenge. Traditionally, palliative care towards the end of life has been offered mostly to cancer patients, but must now be offered for a wider range of serious illnesses and integrated more broadly across health care services. This booklet is part of the WHO Regional Office for Europe's work to present evidence for health policy- and decision-makers in a clear and understandable form. It explains why health services should provide good quality palliative care for all people facing serious chronic illness. It provides evidence for the effectiveness of palliative care, shows how it can be improved, and explains the need to ensure full access. The booklet also explores the varied cultural and health care contexts in different countries, and reveals how to educate professionals and the public about these issues. A companion booklet entitled "Better palliative care for older people" considers this vulnerable group in more detail. Both booklets seek to broaden awareness, stimulate debate and promote action.