Lung Health Foundation begins campaign
By Rob Bale
The Lung Health Foundation has begun a national campaign called “Our Lungs Make Our Lives” intended to raise awareness of lung health issues such as asthma. The campaign features Olympic swimmer Maggie Mac Neil and seeks to depict lungs as the basis of athleticism and everyday activities. The creative focuses on the number of breaths required to blow out a birthday candle, rock a baby, cheer a sports team or become a championship athlete. It includes television commercials, online videos, social media content and media relations.
“Moments define our lives, and the strategy of this campaign is to spotlight those moments and how they connect to our breath,” Laura Sikorski, vice-president of marketing at the foundation. “With Maggie, we follow her journey from child athlete to Olympian and lung health advocate, focusing on the breathtaking moments that define her success, enrich her life and give her purpose. We want to remind Canadians of the significance our breath has in everything we do, whether we're taking a moment to relax or experiencing life's big milestones, all made possible by the work of our lungs.”