Huskies Colm Q Cusack and Mark Toal-Lennon were delighted to have been shortlisted for this year's prestigious Cannes Young Lions Award. The pair proposed a social campaign aimed at generating awareness of Cystic Fibrosis (CF), and encouraging donations to Cystic Fibrosis Ireland (CFI). Here's what they submitted.
Cystic Fibrosis is invisible. To the naked eye, the CF sufferer standing in front of you may appear healthy, but there's more going on than meets the eye. Awareness of the disease is low, despite approximately 1 in 19 Irish people said to ‘carry’ one copy of the gene, and Ireland having the highest incidence of CF in the world. The symptoms are vast, with the entire body being affected. Liver disease, pancreatitis, infertility and diabetes are all common side effects, along with the knock-on mental health effects on the person, their friends and family.
So how can we get across the effects of Cystic Fibrosis in a way that’s easily relatable to the public and builds awareness of their struggle, while also encouraging donations? We’ll focus on one of the main effects of CF, something that is necessary to everyone. The need to breathe, something that's taken for granted until it's taken away...
Cystic Fibrosis sufferers have to go through an un-skippable daily routine just to afford the privilege of taking a breath comfortably. We are going to contextualise the devastating effects of CF on the lungs by disrupting a skippable behaviour. This approach will encourage the public to help Cystic Fibrosis Ireland in their fight to evolve the meaning of CF from 'Cystic Fibrosis' into 'Cure Found'.
For most of us, breathing is effortless. But for Cystic Fibrosis sufferers, it’s anything but. We propose developing an un-skippable YouTube ad with interactive functionality to highlight the effort required for the average CF sufferer to take a breath. The ad will only begin playing once the user engages with it; forcing our audience to put effort into getting past this distraction and moving on with their day.
This approach will engage our audience, making them consciously aware of their breath – contextualising the effort required during the average CF sufferer's morning routine to clear their lungs. Through initial awareness on YouTube, we continue the user journey by encouraging donation through our website.
Core Target: Female 25-44yrs who maintain an interest in active lifestyles and physical activity.
We aim to intersect this cohort of fitness enthusiasts engaged in active lifestyles through targeted pre-roll videos based on search trends – i.e. searches for sports, exercise routines - yoga, pilates, crossfit, mindfulness (breathing techniques), etc.
How it Works
1. Our audience will be presented with a person, a pair of lungs and a message asking them to tap to breathe on mobile or tap C + F on desktop.
2. As they tap; the lungs fill and the person on screen begins to inhale and exhale until the video ends after 30 seconds.
3. The end frame will display the message: “Cystic Fibrosis sufferers fight for every breath. Help them breathe new life into their fight against this disease”.
4. The call to action will be a link to a www.everybreath.org as well as a CTA using the YouTube Skip Ad annotation with the words; 'Take a breath'.
The user will be brought to the Every Breath homepage, where they'll see the amount of money raised during the campaign. The lungs will fill as people donate. On the top of the page will be an About section for more information on Cystic Fibrosis, a Donations tab that will give more information on how their donation will aid access to innovative lung treatment, Stories from Cystic Fibrosis sufferers, and a Contact Us section. The bottom of the page will give details on how to donate. This will be via debit/credit card, by text and also by taking on challenge for Cystic Fibrosis Ireland, and pledging their donation to the Every Breath campaign.
The footer will have social icons that will enable people to share the campaign on their channels; increasing awareness with a new audience and encouraging others to learn more about Cystic Fibrosis Ireland.