Mucovereniging vzw is an association created to support people with cystic fibrosis (CF) and their families. 

Actually, there was no briefing… During an internal brainstorm, we came up with an idea for an awareness campaign around cystic fibrosis that was just too good not to share it. So, we immediately looked up the details on “Mucovereniging”, called them, set up a meeting, presented our idea, went back to the office and started production!

Our campaign was named ‘Buiten adem’, in English ‘Out of breath’.

We hit the streets, introduced ourselves as a new “travel agency” and invited people to participate in a little game. The game was quite simple, we asked people to read (what seemed like) a promotional text in only one breath. But the further they got, and therefore the harder it got, the text started to change…

Not only were they reading about the disease itself, they were also experiencing what it’s like to suffer from CF: they felt out of breath. As soon as they noticed this, they stopped reading. All participants were extremely touched by the text and the effect of the street interviews.

We catched this on camera and shared the video via YouTube. We also created a website for the campaign:

  • The campaign really hit the spot… On the day of the launch we reached all national media, we were live in the studio of Radio 2 (the biggest radio station in Flanders), while the social impact of this campaign went through the roof. Cystic Fibrosis was back on the agenda and people are finally realizing that without their support a cure is far away!

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