The British Lung Foundation is the only UK charity looking after the nation’s lungs. They came to Clear Channel Direct with two key objectives;
- To raise awareness that shortness of breath can be a sign of serious illness.
- To encourage testing amongst key target audiences in Cities where COPD (Chronic Obstructive Pulmonary Disease) episodes are high.
Using previous campaign experience, route data and consultation with local authorities, we planned a campaign that would engage residents and drive behavioural change. Touchpoints data revealed the best time to reach the primary target audience was during the day. The growth of Digital screens means campaigns can be executed at different times of day or days of week to reach specific audiences.
Bus Shelter advertising enabled the British Lung Foundation to put their message at the heart of communities. The use of multiple digital formats meant the campaign would be seen on many occasions embedding the message in people’s minds.
The campaign has just finished so understandably results are not finalised. However the breath test has been taken by just under 250,000 individuals. The total was vastly boosted throughout the Outdoor advertising activity in February. Overall the campaign would have been viewed 23 million times; leading to increased awareness, more testing and hopefully fewer deaths.
To read more please visit https://www.blf.org.uk/support-for-you/breathlessness/blf-breath-test
If you work for a charity please get in touch and find out how we can help plan your next campaign.