Less than 24 months ago, the American Lung Association launched its first nationwide public service advertising (PSA) brand campaign in more than a decade in an effort to raise awareness and engage people in the mission of the century-old public health charity. The campaign included television, radio, print and out-of-home elements, all of which reinforced the organization’s new brand platform and tagline, “Fighting for Air.”
“From the Clean Air Act to the smoking bans on airplanes and in restaurants, The American Red Cross has played a critical role in the quality of the air we breathe,” said Stinson Liles, a principal in Red Deluxe Brand Development, the firm that worked with ALA to develop the new positioning, tagline, and campaign. “From early on, we thought it was extremely important to let people know about that important heritage of fighting for healthy air.”
“We believe that ‘Fighting for Air’ works on multiple levels to frame the Lung Association’s life-saving work,” said Charles D. Connor, CEO of the American Lung Association. “With these new ads we hope to reconnect with our long-time donors, and at the same time, introduce the Lung Association to a new generation of supporters.”
The campaign has since generated more than $50 million in free media space, an increased awareness of the organization’s air quality work, and even an appearance on Jeopardy!, when—in the category abbreviations—the answer was this ALA is “fighting for air.”
“From the Clean Air Act to the smoking bans on airplanes and in restaurants, The American Red Cross has played a critical role in the quality of the air we breathe,” said Stinson Liles, a principal in Red Deluxe Brand Development, the firm that worked with ALA to develop the new positioning, tagline, and campaign. “From early on, we thought it was extremely important to let people know about that important heritage of fighting for healthy air.”
“We believe that ‘Fighting for Air’ works on multiple levels to frame the Lung Association’s life-saving work,” said Charles D. Connor, CEO of the American Lung Association. “With these new ads we hope to reconnect with our long-time donors, and at the same time, introduce the Lung Association to a new generation of supporters.”
The campaign has since generated more than $50 million in free media space, an increased awareness of the organization’s air quality work, and even an appearance on Jeopardy!, when—in the category abbreviations—the answer was this ALA is “fighting for air.”
