Fight To Breathe

Cystic Fibrosis Ireland are delighted to have announce details of our awareness campaign "Fight to Breathe". Following competition, Cystic Fibrosis Ireland was selected for an awareness initiative that will be shown in cinemas throughout Ireland.

"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.   ‘Fight to Breathe’ is produced by Wide Eye Media and is funded by the Institute of Advertising Practitioners in Ireland (IAPI). CFI wishes to say many thanks to IAPI and to Wide Eye Media and to all in CFI who have been involved in the consultation around this initiative.

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.ie. [*Text costs €4. Cystic Fibrosis Ireland will receive a minimum of €3.25. Service Provider: LIKECHARITY. Helpline: 076 6805278.]

The 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, a global gathering of the media and advertising industry. "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. 

Watch the ad below.

The advert and an exclusive behind the scenes video of how the Cinema Advert was made was shown on RTÉ One and RTÉ 2 on Thursday October 19th.

The approach of the awareness initiative is to ‘not gloss over the reality of CF’ but also to be positive and forward looking as the title suggests. The initiative is part of the ‘Young Lions’ programme that provides an opportunity to young professionals, under the age of 30 to make a short film – almost akin to an advert.

Take a look behind the scenes to see how the concept for the #FightToBreathe Campaign developed from script to Screen.

For people with CF or parents who have a very sensitive disposition, you may want to check with the cinema in advance if you are planning to see a film in November or to wait outside until the adverts are over. The advertisement will not be shown at G or PG films.