| Brief | "Fight to Breathe" is a 60-second cinema feature advertisement that graphically illustrates how life for a person with cystic fibrosis is exactly that ̶ a constant fight to breathe ̶ and invites audiences to experience that fight for themselves. It features Edelle Collins, from Castleknock, who has cystic fibrosis. The campaign ran in 73 cinemas nationwide for six weeks from October 20th 2017.As part of the campaign, cinema-goers had the opportunity to support the work of Cystic Fibrosis Ireland by texting "Fight CF" to 50300 to donate €4* to Cystic Fibrosis Ireland or by donating online at www.cfireland.ieThe campaign is the creation of Conor Hamill and Laura Cahill from ad agency Rothco, winners of the Irish Film Young Lions competition, whose prize was to see their creative concept for Cystic Fibrosis Ireland go from script to screen. The duo also represented Ireland at the Cannes Lions International Festival of Creativity. "Fight to Breathe" is the culmination of an exciting partnership between the Institute of Advertising Practitioners in Ireland, RTÉ, Wide Eye Media, Rothco and the Pull the Trigger production company. |
