Cystic fibrosis (CF) is a genetic condition affecting more than 10,800 people in the UK. The median age of death in 2015 was 28. Orkambi is a new drug that can extend the life of a cystic fibrosis patient by 7 years, but it's not available on the NHS. The cystic fibrosis (CF) community joined together at protests across the UK to call for access to Orkambi for those who need it. LIVE worked with CF Trust to create a memorable PR stunt to generate awareness to enhance the protest taking place outside Downing Street.
People with cystic fibrosis experience a build-up of thick sticky mucus in the lungs, resulting in major difficulty with breathing and causing a wide range of challenging symptoms affecting the entire body
Using this insight, we created a centre piece for the protest; a life-sized mannequin, encased in latex, fighting for breath – illuminated with a call to action headboard.
Passionate supporters donned oxygen masks, raised picket signs and handed out leaflets to passers-by, as well as chanting to highlight the need for access to Orkambi.
114,000 real life impressions
#OrkambiNow was mentioned 2,264 times on the day of the protest (71% of the entire usage for the month)
Facebook content reached 333,761 people
Instagram content gained 31,442 impressions
110 pieces of media coverage across the UK, including: ITV, BBC Radio, The Times & The Independent