Campaign details
Brand: The Canadian Lung AssociationBrand owner: The Canadian Lung AssociationEntrant company: McCann TorontoIdea creation: McCann Toronto, Performance Art TorontoMarket: CanadaSector: Charities & voluntary organisationsMedia channels: Mobile & apps, Outdoor, Out-of-home, Public relations, Social mediaBudget: Up to 500k
Executive summary
You’d be forgiven for not knowing the Canadian Lung Association (CLA), even if you'd spent much of your life in Canada.
If you know the CLA, then like most Canadians you may immediately think of anti-smoking initiatives. What you may not realise is the collateral...