The Canadian Lung Association: Lungs In The Air

AJ Jones

The Canadian Lung Association (CLA) charity, ran an out-of-home, online and PR campaign to broaden public interest in lung health, reduce stigma and attract donations.

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...

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