Wood Pencil / Writing for Design / Writing for Brands / 2014
We discovered that supporters of the charity feel the general awareness and understanding of cystic fibrosis among the general public is very low. People aren’t clear what cystic fibrosis is or does, how they can or can’t catch it and what it means on a day-to-day basis. We suggested the charity should activate the ‘is’ in their name, effectively forcing it to always explain what it is, does, and why they are here. Some are simple: ‘cystic fibrosis why we’re here’, some uplifting – ‘cystic fibrosis a battle we must win’, some hard-hitting – ‘cystic fibrosis a life sentence’.
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