1. Listen to your lungs
Michael
Adam

2. Why campaign on breathlessness?

3. “It's the terror of the breathlessness that comes with having to rush with no ability to pace yourself. It's having to bend over to catch your breath. For me the worst feeling that comes with breathlessness is incontinence – that awful feeling you might wet yourself (or worse).”

4. Campaign objectives
Awareness that breathlessness could be a sign of a lung condition, and should not be ignored
Increased awareness amongst health care professionals of the implications of breathlessness for their patients
Increased awareness among parliamentarians and policy makers that breathlessness could be a sign of a lung condition

5. 60,000 people to complete the test
Campaign target
60,000 people to complete the test

6. The breath test

7. The recommendations

8. The campaign

9. Campaign was launched in parliament

10. Targeted Facebook ads
We used demographic data to display ads to people likely to have a lung condition

11. Animations
We used two animations to promote the campaign message

12. Blogs
We published a series of blogs on our website over the course of the campaign

13. Online PR
We placed over 100 pieces of media coverage – a mix of national, regional, health care, consumer and international.
The Sun
Daily Mail
Mail Online
Huffington Post
BBC Radio London
The Lancet
Pulse
Woman & Home
Saga magazine
The Express
Yours Magazine
Nursing Times
BBC Newcastle
Glasgow Live

14. Results

15. On the set of Casualty
A campaign poster featured on the set of Casualty

16. The follow on → ↓
After ↓
Before →

17. Results Target: 60,000 completed breath tests
Result: 360,000 completed

18. Results 67% said they have taken action as a result
89% said the breath test has helped them
30% saw their GPs – up to 75,000 individuals
8% said they have been diagnosed – up to 20,000 individuals

19. “It was thanks to your test that I finally went to my GP, hopefully it may have saved my life. Thank you.”

20. “I'm glad I saw it because it's made me take action to sort myself out, I'm going to ring my GP for an appointment tomorrow!”

21. “If I hadn’t spotted the breath test that day, I’d still be struggling on. Now I have hope.”

22. Adam Haworth @aahaworth
Thanks for listening
Online breath test:
blf.org.uk/breathtest
Michael
Adam