A relative close up of a smiling, old man wearing spectacles, walking in open countryside with a young child on his shoulders holding on.

Helping Britain breathe better

Helping Britain breathe better logo

Cold donor acquisition

British Lung Foundation look after the nation’s lungs, offering hope through research, practical support and advice to those with lung conditions, and campaigning to ensure we can all breathe clean air with healthy lungs.

British Lung Foundation, Breather Better campaign - An envelope mockup with an image of a smiling, old man wearing spectacles, walking in open countryside with a young child on his shoulders holding on, with the caption "We're helping Britain breathe better". British Lung Foundation, Breather Better campaign - A letter front with clouds and a red balloon with the caption "Are you breathing easy?". British Lung Foundation, Breather Better campaign - A blue envelope reverse with clouds and a red balloon with the caption "Tell us how you feel about your lung health". British Lung Foundation, Breather Better campaign - A folding letter inner spread with campaign text, messaging and a donation form.

Cherry Tiger was challenged to ‘beat the banker’ pack to recruit new cash donors. The current pack used a questionnaire about the reader’s lung health as a mechanism to support a donation ask. Our task wasn’t to completely discard a proven tactic but to look at ways of improving response from a solid base.

British Lung Foundation, Breather Better campaign - A leaflet mockup with the image of a smiling woman at an indoor event with the caption "You can help Britain breathe better". British Lung Foundation, Breather Better campaign - A leaflet inner spread with the image of a smiling woman facing the camera with the caption "Giving hope!". British Lung Foundation, Breather Better campaign - A leaflet inner spread with the image of a smiling man wearing a blue cheque shirt with the caption "Singing out loud!". British Lung Foundation, Breather Better campaign - A leaflet inner spread with the image of a sad woman facing the camera with the caption "Demanding fresh air!".

The nature of the cold audience meant that our response needed to be focussed on the reader – it had to feel relevant to them, whist still inspiring support. Our challenger pack introduced the brand much more strongly to take advantage of design elements previously being under-utilised. Strong use of imagery also put real people at the heart of the communication, making it more relevant and engaging to the reader.

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