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

Can you imagine a life in which you have to live with half your lung capacity? Or even less? That’s what people who suffer from cystic fibrosis have to go through each and every day.

Unfortunately, not many people are aware of this effect. Hence, The Belgian Mucovereniging (Cystic Fibrosis Association) wanted to create awareness and raise funding during the European Cystic Fibrosis week (Mucoweek).

We developed the campaign “Buiten Adem / A Bout de Souffle” (Out of breath). Because that’s what’s happening… These patients are slowly getting “out of breath”. Literally.

In this campaign we decided to focus on one of the simplest in life… blowing up a balloon. Simple for us, but impossible for people suffering from CF. Because no one would be surprised by a random person trying to blow up a balloon, we placed a clown in the middle of the most popular shopping street in Antwerp and Brussels. The clown attracted lots of children, all waiting for a spectacular balloon. But the clown couldn’t blow up the balloon…

Instead of a spectacular balloon, children received a flat balloon with the name of the campaign and the URL to the campaign website on it. They also got a flyer with a call to action to donate for Mucovereniging. We catched the whole incident on camera and shared this via buitenadem.be, aboutdesouffle.be and social media.

  • The campaign took off like a train… We reached national press coverage in all major media (print, online and TV) and were even invited in one of Belgium’s most influential and famous talkshows (Van Gils & Gasten). 2536 new financial sponsors were attracted. The ad was watched 182.456 minutes. There were 1.8 million impressions and 646.000 views over 1 week, resulting in an estimated media value of € 585.000.

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