‘Fight to Breathe’ Cinema Awareness Initiative
Following competition, Cystic Fibrosis Ireland was selected for an awareness initiative that will be shown in cinemas throughout Ireland.
‘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.
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.
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.