American Lung Association to 'Fight for Air' in New Advertising

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May 13, 2010, 03:50 ET

WASHINGTON, May 13 /PRNewswire/ -- The American Lung Association launched its first nationwide public service advertising (PSA) brand campaign in more than a decade today in an effort to raise awareness and engage people in the mission of the century-old public health charity. The campaign includes television, radio, print and out-of-home elements, all of which emphasize the American Lung Association's brand platform and tagline, "Fighting for Air."

To view the multimedia assets associated with this release, please click: http://multivu.prnewswire.com/mnr/lungusa/42818/

Market research conducted in November 2009 helped guide the creative development of the "Fighting for Air" campaign. It found that, while a high percentage of individuals were aware of the Lung Association, fewer people were familiar with the full-scope of the organization's mission. Thus, the campaign seeks to raise awareness about the organization's work in helping people suffering from lung disease, researching cures, keeping kids off tobacco, and fighting against air pollution.

"We believe that 'Fighting for Air' works on multiple levels to frame the Lung Association's life-saving work," said Charles D. Connor, CEO of the American Lung Association. "With these new ads we hope to reconnect with our long-time donors, and at the same time, introduce the Lung Association to a new generation of supporters."

The PSA campaign is being distributed by PlowshareGroup to media outlets nationwide in May and June 2010. All of the ads can be viewed by visiting the Lung Association's multi-media library and are available for broadcast quality and high resolution download.

The campaign was developed by Red Deluxe Brand Development, a Memphis-based firm with numerous non-profit and advocacy clients.

"The American Lung Association does so much more to protect our lungs and our air than most people realize," said Martin Wilford, a principal with Red Deluxe. "It is extraordinarily rewarding to be part of this historic organization's important -- and growing -- fight."

About the American Lung Association

Now in its second century, the American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease. With your generous support, the American Lung Association is "Fighting for Air" through research, education and advocacy. For more information about the American Lung Association or to support the work it does, call 1-800-LUNG-USA (1-800-586-4872) or visit www.lungusa.org.

SOURCE American Lung Association