Finalist
Hear My Lungs
by 11 london for Action for Pulmonary Fibrosis
Summary of work
Hear my Lungs was a campaign developed to raise public awareness of Pulmonary Fibrosis (PF), a rare and incurable lung scarring disease. Its life expectancy of 3-7 years is worse than many common cancers.
Awareness is low, symptoms missed, and diagnosis can take years. It’s vital more people know about PF, so the charity Action for Pulmonary Fibrosis (APF) asked 11 London for a hard-hitting campaign.
Unique to PF is the distinctive ‘Velcro-like’ crackle of deeply scarred lungs, audible through a stethoscope - sparking our proposition, “You can’t see lung scarring, but you can hear it”.
Using the visual metaphor of lungs as a pair of speakers, created using AI, the campaign took people inside the lungs of an actual PF patient to hear the devastation inside.
This audio-visual campaign went far and wide: on billboards, social media, and national press - endorsed by Katie Price, whose mother has PF. We directed people to the APF page hearmylungs.com to learn about PF and APF’s work.
65,936 people visited the site - three times as many as in a regular month.
9.3 million people saw the billboard campaign; social media reached 973,164 and press coverage 2.69 billion. Now we’re talking about PF.
Judges’ comments
The ‘Hear My Lungs’ campaign demonstrated strong creativity with a clever use of artificial intelligence, as well as strong metrics and outputs, which led to a strong and impactful outcome that portrayed a condition that wasn’t well known. The judges were particularly impressed by the high impact of the campaign with such a small budget to deliver it.
