“BE A LIFE DONOR”: CAMPAIGN FOR ORGAN DONATION

Abstract

This case study investigates the “Breath Unlimited” campaign, a marketing action designed to promote awareness about Cystic Fibrosis, a rare genetic disease. The campaign was created in Greece and was promoted throughout the country. On World Cystic Fibrosis Day the campaign culminated with the hope that their message will cross the borders. Its aim was to educate the public about the health complications of patients who struggle with Cystic Fibrosis and ultimately informing and motivating people to take action so they can help. The campaign, which was launched in 2020, was designed and carried out by the Panhellenic Association for Cystic Fibrosis in collaboration with Humane, a social enterprise that empowers people with disabilities and chronic illnesses. The main symptoms of the disorder will be briefly explained and the key aspects of the campaign will be analyzed in detail.