“Fight to Breath”, the ad created from the Cannes Young Lions winning script by Conor Hamill and Laura Cahill, has contributed to an increase in awareness from Cystic Fibrosis Ireland of 15% or 9 percentage points.
According to research conducted pro bono by Kantar Millward Brown, awareness of CFI prior to the cinema campaign was 63%. 6 weeks later, having been shown on 502 screens to almost 1 million cinemagoers, awareness among the general public rose to 72%.
While awareness among women rose to 76%, awareness among men increased by 23%, though from a lower base. Awareness was generally higher among older respondents, with post-campaign awareness at 82% among those aged 55+. However, the greatest increase was among 15-24 year olds, who saw an increase of 1/3.
Dublin showed considerably lower levels of awareness of CFI than the rest of the country at just 28% pre-campaign. Although post-campaign, Dublin was still lower than the rest of the country, it saw an increase in awareness of 2/3, up to 47%.
Awareness levels among those who had visited the cinema in the prior 4 weeks rose by almost 50%, increasing from 44% to 65%.
Cystic Fibrosis Ireland saw an increase in text and online donations of 105% over the course of the cinema campaign. It also earned twice as many Facebook Followers and 5 times as many Tweets.
The campaign is a result of Rothco duo Conor Hamill and Laura Cahill winning the Irish leg of the Cannes Young Lions Film competition, sponsored by Wide Eye Media. Their winning script was made into an ad thanks to production company Pull The Trigger, who secured all elements of the production free of charge, including post production from Screen Scene. Wide Eye Media then aired the ad for 6 weeks in all cinemas across the Republic of Ireland, reaching almost 1 million cinemagoers.
The research was conducted pro bono by Kantar Millward Brown as part of its Omnibus research. 1,000 face-to-face interviews were conducted among a nationally representative sample of adults aged 15+.
Fergal Smith of Cystic Fibrosis Ireland said, “Cystic Fibrosis Ireland were honoured to have been selected as the Charity Partner for the Institute of Advertising Practitioners in Ireland (IAPI) Cannes Young Lions film competition. We would like to say a huge thank you to IAPI, Rothco, Pull The Trigger and Wide Eye Media for the cinema advert which was created ‘free of charge’ and screened nationwide as a follow on from this competition. This has been a huge boost in terms of raising awareness of the challenge faced by people with Cystic Fibrosis in Ireland. Thank you to everyone who contributed to the making of this very powerful advert which featured Edelle Collins, a person with Cystic Fibrosis from Castleknock and her ‘fight to breathe’!
For people with Cystic Fibrosis in Ireland, it has been year of hope with access secured to new and innovative treatments, which for the first time treat the underlying cause of Cystic Fibrosis. Cystic Fibrosis Ireland are focusing on helping people with Cystic Fibrosis live independently and the awareness raised from this campaign is very important in terms of helping us secure donations to put these supports and services in place.”
Check out the behind the scenes footage for the Cystic Fibrosis Ireland's #FightToBreathe ad launch below:
Watch “Fight to Breathe” below: