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8 Shady Lane, Alma, New BrunswickCystic Fibrosis has always been known as a “childhood” genetic disease. But it’s been
known as this only because the mortality rate was at a very young age.
Even up until the early 2000’s the average life expectancy was just over 20 years. But with recent advances in targeted genetic-specific drugs that mortality rate is now just over 50
years (as of 2024).
Problem was, adults with CF were still being treated – and talked to – like it was a juvenile disease.
Just Breathe was the first book/campaign that focused solely on adults living with
Cystic Fibrosis. The follow up book, SaltyGirls, also tackled the issue of adults with CF but the focus was on women living with it, and the other issues that compound it.
The photographer and art director, Ian Pettigrew, travelled throughout the USA and Canada for over 7 months photographing and interviewing the subjects for the book. Just Breathe had about 93 people, and saltyGirls had 72 women involved.
These people opened up their hearts to talk about this delicate subject, and the raw honesty is what made it very powerful.
Idea
Tagline
Creative
Rezults
4 main sauces
We’ve got your number
Corresponding Number
Awesome
SaltyGirls ended up going viral worldwide, and was featured on numerous news
outlets.
From People magazine and Redbook, to CBC and Buzzfeed and Huffington Post, the new light that was shone on this particular aspect of CF really changed the tenor of the conversation when it came to adults.
Even the largest organizations around the world like cff.org in the US had to acknowledge and recognize this new reality. In the US, Canada and UK websites were updated and the project was known as the catalyst for this groundbreaking change.
Marketing is simple and we make it complex: it must help produce the business results of the business it serves.
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