Asthma UK warns of fatality risk

Asthma UK is launching an awareness campaign to highlight the fact that the condition can be fatal.

The Deadly Serious Campaign will begin on 6 March. Comms manager Caroline Moye said the charity was worried people did not realise how dangerous asthma could be.

'Many people don't think of it as a fatal disease, but someone dies from asthma every seven hours in the UK,' she said.

'More than five million people in the UK suffer from the condition, and 20 per cent of households contain a person with asthma.'

The charity's campaign, which will be backed by its first TV ad campaign, aims to generate awareness of the fact that 90 per cent of asthma deaths are preventable. It will educate people about ways to bring attacks under control.

The television campaign will last for a week, but the PR drive will continue at least until World Asthma Day on 2 May, Moye added.

The charity works with sufferers and health professionals to help reduce the effects of the condition and has a strapline of 'control over asthma today, freedom from asthma tomorrow'.

This year the charity has run a 'Kick Asthma Holidays' campaign with the children's television show Blue Peter, and it has played a
part in the successful lobbying campaign that encouraged MPs to support a total ban on smoking.

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