'Fight to Breathe', the public awareness video about Cystic Fibrosis (CF) was recently awarded a Creative for Change Bronze Award at the Institute of Creative Advertising and Design (ICAD) Awards.
The ICAD Awards are held annually and are the oldest awards festival in Europe. 2018 marked the 60th anniversary of the Awards which are run by the membership of the creative community of Ireland incorporating creative advertising agencies, design agencies, production and post production houses.
The judging panel is made up of international creative community jurors and local jurors from across the disciplines of advertising. The ICAD bells are highly prized in Ireland because they are not easy to come by.
Congratulations to Pull the Trigger who produced the video and to creators Conor Hamill and Laura Cahill from Rothco on their Award.
"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 . It features Edelle Collins, from Castleknock, who has cystic fibrosis. The advertisement was shown in cinemas nationwide in October 2017 and again in April 2018 for the 65 Roses Day campaign.
'Fight to Breathe' contributed to an increase in awareness of Cystic Fibrosis Ireland by 15% or 9 percentage points to 72% , according to research conducted by Millward Brown.
Watch the Fight to Breathe video below.