• Most Canadians will live for years at the end of life with the symptom burdens and care requirements of one or more serious illnesses. • Universal access to high-quality palliative care in Canada cannot be achieved if we follow the current model that equates palliative care with supportive care provided only in the last three to six months of life. • Effective new models of palliative care-particularly those that focus on delivery of care in community settings, are team-based and are geared toward symptom management rather than requiring a particular diagnosis-should be adapted and extended more widely in Canada. • New initiatives in residency and continuing medical education are needed to enhance the skills of the existing workforce (within primary care, internal medicine, subspecialities and paramedical professions). • Campaigns to increase public and professional awareness are needed both to drive essential research and policy-making and to address misperceptions that equate palliative care with "end-of-life" care.