American Lung Association: Lung Force

Lung cancer recently surpassed breast cancer to become the #1 cancer killer of women, but few Americans seemed to be even vaguely aware of this startling fact. To raise awareness, mobilize women and kickstart the American Lung Association's efforts to fund new research, we created LUNG FORCE.

Partnering with CVS, we launched an education and fundraising campaign that, in just a few months, became one of ALA’s most successful campaigns ever. Our creative team brainstormed and branded the cause, then created the website and corresponding OOH advertising as well as experiential and social tactics that made LUNG FORCE both a rallying cry and a powerful movement.