A NEW CHARITY PARTNERSHIP

This year, the Cystic Fibrosis Trust has entrusted J11 with the task of crafting a fresh awareness campaign centred around the inconspicuous nature of CF. We devised a comprehensive campaign narrative, anchored by a series of newly captured pivotal visuals and a standout hero film.

Over 10,800 people in the UK are living with cystic fibrosis (CF) and 1 in 25 of us carry the faulty gene. But the condition is still widely misunderstood.

Recent research has shown that 86% of the public don’t know that those with CF can’t meet each other in person due to the risk of passing on potentially deadly infections. And over two thirds of people are unaware that people with CF must take up to 40 pills a day just to stay healthy.

Last year, the Cystic Fibrosis Trust launched their #CFTruths campaign to increase understanding and show what it’s really like to live with CF.

This year, we were challenged by the charity to create a new awareness campaign around CF being an invisible condition.

‘You don’t see CF’ launched with the objective of lifting the veil on the reality of living with Cyctic Fibrosis, an illness that often goes unseen. It’s only when you hear the stories of what people go through to lead ‘normal’ lives, that you can truly empathise.

Junction Eleven created an overarching campaign narrative, headed up by a series of newly captured key visuals and a hero film.

The campaign centres around Kieron’s world and his lived experience of CF. A world of uncertainty, intensive physio, mountains of pills and nebulisers.

In the film we captured, we overlaid footage of Kieron’s everyday life with his voice describing, in his own words, all the things we don’t usually see.

The campaign key visuals ran on OOH sites around major UK cities, including London and Edinburgh. We tailored the creative used in response to each location. For example, billboards in congestion zones were married up with visuals of Kieron ‘living in his very own congestion zone’.

The hero film ran across the CFTrust’s digital channels including web, organic and paid social.

As a response we have raised awareness, driven people to their website to discover more and we’ve created a platform for people living with the condition to keep sharing their own unique stories.