With 23 Europeans dying from a preventable lung disease every hour, the European Respiratory Society (ERS) used its inaugural World Spirometry Day to publicise the need for regular lung health tests using a spirometer, the most reliable measure available. With 300+ European events scheduled to take place, our campaign needed to: explain what spirometry testing is; drive attendance to testing events; and raise awareness that early testing can actually prevent devastating lung conditions like COPD.
We helped local testing event organisers to maximise media interest on the ground by developing a step-by-step media toolkit, complete with press releases, local radio notices, top tips, and a ready-to-use calendar of tweets which was translated into 23 European languages. To ensure a critical mass of Pan-European coverage we launched an “MOT for your lungs” thereby driving event-attendance and footfall to local events. By crunching the numbers we led the news story with a new fact: 550 Europeans (88 Brits) die of a preventable lung disease every day. The data was tailored country-by-countryand disseminated across UK, European, and online media channels.
Our roving spirometer was the first campaign to get COPD talked about on This Morning in over 20 years. Over 400 articles about lung testing were published globally and reached 12% of the European population. The toolkit was used by at least half of all event organisers and the campaign messages were read by nearly 2,000 Europeans for each £1 spent. In total, over 100,000 spirometry tests were completed across Europe on the day.
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