American Lung Association targets younger demographic with new campaign

WASHINGTON: The American Lung Association has launched its first nationwide PSA brand campaign in more than a decade, aimed at engaging a younger demographic online.

WASHINGTON: The American Lung Association has launched its first nationwide PSA brand campaign in more than a decade, aimed at engaging a younger demographic online.

The campaign, "Fighting for Air," consists of TV, radio, print, online, and outdoor PSAs, which  direct to a microsite where visitors are encouraged to “Join the Fight for Healthy Air” and receive advocacy alerts and e-newsletters. The site also invites visitors to stay connected with the organization through Facebook and Twitter.

“We have wonderful donors, particularly in the direct mail arena, but they are an aging group,” said Carrie Martin, VP of communications for the American Lung Association. “We want to engage a younger demographic online…and eventually create donors out of them. So it was imperative to build in the social media component of this campaign.”

Part of the challenge, she said, is helping this audience understand the full scope of the organization's work.  “We did research last November, and it showed our brand is incredibly strong—in fact, nearly 96% of people are aware of the organization,” Martin told PRWeek. “But what we found is that while they know who we are, they don't as much know what we actually do as an organization. So we wanted to create a brand campaign that emphasizes the full scope of the American Lung Association's mission, and that engages people in that mission.”

In terms of media outreach, Martin said the team has targeted health and environment reporters, as well as advertising trade press. “One of the biggest goals of the media relations is to get the campaign in front of PSA directors so they're aware of it and select it to run,” she added.

“Fighting for Air” was developed by Memphis-based Red Deluxe Brand Development. PR is being handled internally.

The campaign costs—including creative development, PSA distribution, and PR—are less than $1 million, said Martin.

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