B2B • Charity, Health
Taskforce for Lung Health
Take a breath
MISSION:
To help raise awareness and understanding of lung disease and encourage local people to think and talk about their own lung health, we launched a campaign with a survey inviting Birmingham residents to vote for their favourite place in the city to take a breath.
Approach:
We set up a photo call at each of the top five locations and awarded them with a celebratory plaque, encouraging locals to visit and ‘take a breath’. The activity was supported by strong regional statistics around lung disease prevalence in the city. To build momentum the following year, we relaunched the campaign with a second phase of activity which encouraged locals to explore the city - and the winning breathing spaces - in a brand-new way, with the launch of the Take a Breath city map.
HIGHLIGHTS:
Short, animated videos were created to promote the campaign across Meta – with supporting advertising to ensure the videos were targeted at our key demographics. The campaign videos reached 60,280 people, with 52,365 video views and a video view rate of 86%. Extensive stakeholder engagement was undertaken - securing the support of media spokespeople Dr Davinder Dosanjh and storyteller Andy Bright, as well as regional organisations including the West Midlands Combined Authority, Birmingham City Council and Greater Birmingham Chambers.
