De Laatste 30
To create some much needed awareness for the Belgian Cystic Fibrosis association, we created the campaign De Laatste 30. Referring to the last 30% of lung capacity a patient with cystic fibrosis has before he/she can get on the list for a lung transplant. To make it even clearer what the sense of urgency was, we invited some well known influencers to wear an oxygen restricting mask for one day and share their insights.
The campaign took off overnight and immediately created huge PR and mass awareness.