Cinema Campaign Raises Awareness and Funds for CFI

Cinema Campaign Raises Awareness and Funds for Cystic Fibrosis Ireland (CFI).

'Fight to Breathe', the public awareness video about Cystic Fibrosis (CF) that was shown nationwide in cinemas in November 2017, has contributed to an increase in awareness from Cystic Fibrosis Ireland of 15% or 9 percentage points.

According to research conducted by Millward Brown, awareness of Cystic Fibrosis Ireland prior to the cinema campaign was 63%.

Six weeks later, having been shown on 502 screens to almost 1 million cinema-goers, awareness among the general public rose to 72%.

Cystic Fibrosis Ireland wishes to acknowledge and thank all those involved in this initiative which was a very positive partnership between CFI and IAPI, the representative body for Irish advertising agencies and created from the Cannes Young Lions winning script by Conor Hamill and Laura Cahill from media company Rothco.

With many thanks to IAPI; Rothco, Wide Eye Media, Pull the Trigger, Screen Scene and Kantar Millward Brown who undertook this initiative ’pro bono’ (without cost to CFI).

Further thanks to all who advised on the content. 

View the advertisement below:

Watch exclusive behind the scenes footage from the "Fight to Breathe" launch below

To view further insights from the research carried out by Millward Brown, please click here.