THE LUNG ASSOCIATION
To destigmatize lung disease and make lung health relevant, we had to first disarm Canadians who were not thinking twice about the beautiful blue Canadian skies. Yet, 86% of people in Canada live in areas where air quality is poorer than WHO recommended guidelines.
So, on World Lung Day we put something in the sky that was easy to see, to highlight the dangers you can’t – a four-story high inflatable lung, visible from 50 miles away. All of this was designed to drive to our interactive tool, Lungsintheair.ca, where we pulled geo-targeted real-time data from the Air Quality Health index (AQHI) to help Canadians see what’s in the air they breathe.
Activation/Real-time Data Tool
One Show Shortlisted / Out of Home: Craft, Use of Technology
Effies Bronze / Brand Experience, Live and Digital
ADCC Bronze / Brand Experience, TV Public Service