LISTEN TO THAT WHEEZING SOUND. That hufﬁng, pufﬁng, hacking, and crackling is the sound of a country literally gasping for air. Over 2.4 million of us have lung disease, a sobering number that threatens to soar by 50% over the next 30 years.
In an effort to tackle this issue, the Ontario Lung Association (OLA) has launched a major campaign to raise awareness around lung disease. They first developed offline material that was distributed to local organizations, researchers, hospitals and internal stakeholders in an effort to start the conversation about collaborating to research issues related to lungs.
Following best practices, the campaign is multichannel. OLA worked with hjc to develop a completely responsive campaign microsite with the same look and feel as the offline material. Enter, Breathing As One.
With this site, they’ll be able to reach a greater number of people within their defined audience than they would if they only used one channel. Not only have they taken a key offline element online, the microsite is entirely responsive. It’s pretty impressive, especially when you consider that it’s interactive.
Having a responsive site is more important than ever and will continue to be as more and people use smartphones or tablets.
BreathingAsOne.ca launched in April at a conference, and was well received at OLA’s exhibitor booth. OLA provided iPads and tablets so that people could experience the microsite and explore it on-site.
As it is, the microsite functions as an information hub and acquisition tool where people can sign up for updates.
Alisha Ecker, Strategic Partnership Manager at OLA, said, “[BreathingAsOne.ca] was a key conversation starter with many potential partners and major donors and will continue to be a driver as we roll out our campaign strategy.”
In Phase 2, OLA will work with hjc to build on the initial campaign to reach current and prospective donors. This phase will include additional content pages and opportunities for people to donate to fund this ever-important research.