Canadian Cystic Fibrosis Foundation begins awareness campaign
By Adnews Staff
The Canadian Cystic Fibrosis Foundation has released a new marketing campaign intended to convey how even simple everyday tasks become too strenuous for people suffering from this disease. The goal of the initiative is to raise awareness of cystic fibrosis and encourage donations. The multimedia campaign, developed by Cossette Communication Group, uses images of children and young adults along with copy such as "Without breath, there is no life." "We needed to get the message across in a bold and unequivocal way," said Lori Zinger, group account director at Cossette. "Cystic fibrosis is a genetic disease that affects the lungs and digestive system of children and young adults and is eventually fatal, and yet awareness of the disease is very low. We needed to make a dramatic statement if we are to change that." The campaign, in English and French, consists of television, radio, transit and magazine advertising, plus flyers and posters.