Asthma + Lung UK, the charity formed by the merger of Asthma UK and The British Lung Foundation, has appointed Miroma Group to launch the new entity’s first brand communications after a competitive pitch.
Asthma UK and the British Lung Foundation joined forces in formal partnership in January 2020, building on earlier joint working that has led to real and significant improvements in outcomes for people affected by lung disease, such as Taskforce for Lung Health. Together they are the UK’s most prominent charity tackling respiratory diseases – seeking to get better investment in the NHS, which is hit by an annual direct cost of £11 billion due to lung conditions.
Miroma Group has been brought on board to increase awareness of the merger and position the new brand, Asthma + Lung UK, as the driving force behind the urgently needed transformation in lung health. The brand campaign, which will include press, digital, OOH and radio, is set to launch in May 2022. Media planning and buying will be handled by Miroma’s media agency Wake The Bear, which are Asthma + Lung UK’s agency of record.
Mark Hopkins, Head of Supporter Giving & Digital Engagement at Asthma + Lung UK commented, “Lung disease is now the third most common cause of death in the UK, and we urgently need to raise awareness of the work we are doing to bring this to the top of the news agenda. Miroma Group impressed us with their passion and experience to make this happen.”
Marc Nohr, Group CEO, Agencies at Miroma Group commented: “The incidence of respiratory disease lags way behind funding. So with the launch of this new merged organisation, we want to move lung health up the agenda. Our brand platform seeks to do exactly that – and help ensure that the subject gets the attention and funding it deserves.”
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About Asthma + Lung UK
Asthma + Lung UK is the only charity in the UK fighting for everyone with a lung condition, aiming for a world where everyone can breathe with healthy lungs. We fund research. We provide advice and support for the 12 million people who will get a lung condition during their lifetime. We campaign for clean air and we campaign for better NHS diagnosis and treatment.
In 2020, Asthma UK joined forces with the British Lung Foundation and in March 2022 rebranded as Asthma + Lung UK. As a partnership of equals, the organisations are now in a strong position to share our combined energy and passion to make a difference for all people affected by asthma and other lung diseases.