THE CHALLENGE
Pneumonia is an easily treatable disease.
However due to poor funding less than a third of sufferers receive treatment. This stems from a lack
of awareness in developed countries, where pneumonia is not often recognised as a fatal disease.
THE INSIGHT
Awareness saves lives.
THE AIM
We want to raise awareness about the life-threatening nature of pneumonia and in doing so encourage
the general public to donate a breath and money to the cause.
RATIONALE
Our campaign is centred around breathing life into pneumonia awareness in developed countries, where the seriousness
of untreated pneumonia often goes unrecognised. We propose a worldwide breath donation.
By donating a breath we are not only asking the public to give to the cause but also making them more aware about
the breathing difficulties that result from pneumonia.
reathelife
donate a breath
#breathelife
PHASE ONE - THE DONATE A BREATH CHALLENGE
Pneumonia kills almost one million children every year,
equating to one child every 35 seconds.
Members of the public hold their breath for 35 seconds
to represent children dying from pneumonia every
35 seconds.
Unicef ambassadors and supporters will be the first
to take part in order to make a collaborative video.
E.g. Selena Gomez, Sarah Jessica Parker, Pink,
Nominate three friends and get
them to share on social media
Lenny Kravitz, Rihanna, Ne-yo.
This will encourage members of the public to do
the same. They can film and upload their video
using #breathelife and making a donation of € 3.50
or however much they want to pledge to “La Caixa”
Banking Foundation.
They then nominate three people to donate their breath.
Creating a cascade of followers making the reach
of people exponential.
Twitter:
Facebook:
Instagram:
CELEBRATING ENDORSED DONATE
A BREATH VIDEO
We will join forces with Unicef ambassadors and record them holding their breath for 35 seconds.
We can then cut these clips together to make an inspiring video with a powerful message about donating your
breath to help save a child’s life.
The video can be shared across social media platforms, such as Unicef’s twitter page, in order to get #breathelife
trending. This will prompt conversation on pneumonia and raise awareness on the shortage of treatment funding.
Rihanna
Selena Gomez
BREATHE LIFE ON WORLD PNEUMONIA DAY
General Public
In popular areas such as Trafalgar Square or Piccadilly Circus we will place a giant inflatable balloon.
Members of the public can donate money to blow into a machine
(using hygienic, disposable tubes).
For every 35 people who donate their breath, the balloon will get blown up.
BREATHE LIFE DIGITAL CAMPAIGN
We will also have a virtual balloon on a holding site that will appear to blow up with every
video that is uploaded using #breathelife
PHASE TWO - BREATHE LIFE DAY
We would like to introduce the idea of Breathe Life as an annual event in schools, like Jeans for Genes Day.
Every year on the 12th November, to celebrate World Pneumonia Day, we will hold a global event where
children wear blue to school and donate € 3.50. This money will go to “La Caixa” Banking Foundation.
During morning registration the teachers will tell the children all about pneumonia and how they are lucky they
don’t need to worry about it, but other boys and girls are not to so lucky and how we can help by donating
some of our breath to give it to other boys and girls who are in need.
The whole school will then hold their breath for 35 seconds in assembly.