Cystic Fibrosis


Cystic Fibrosis, an inherited condition that causes sufferers many complications, specifically severe breathing difficulties; with a typical life expectancy tragically of 30 to 40 years old. 

 A drug called Orkambi exists and increases life expectancy by an average of 8 years. 

 However, the UK government won’t sanction this on the NHS and to most patients it is too cost prohibitive… how can we make them listen? 

The Human Insight

In politics, the way to entice change is to make a noise, be heard and be seen.

The LIVE Experience

We organised a PR stunt and political demonstration outside number 10 Downing Street, London.

Over a 350 people took part in a relentless (but peaceful) protest! The demonstration was made up of sufferers, their relatives and friends. With additional support from the medical profession, doctors, nurses and carer’s.

The key symptom of CF is the fluid build-up on your lungs, causing severe breathing difficulties so to enhance this messaging we incorporated theatrical features: 

  • Created a life-sized mannequin encased in a box, covered with a yellow ‘film’, trying to escape to breathe

  • People wore oxygen masks 

  • Placards with key messages 

Invited local media down to cover the event 


  • 110 pieces of media generated, reaching more than 45 million people  

  • #OrkambiNow hash tag was used 2,264 times on the day, 71%  of the entire usage for the whole month 

  • Instagram photosgained 31,442 impressions, which generated 2,461 likes 

  • Facebookreached 333,761 people and generated: 

o  1,701 shares

o  6,053 Likes

o  240 comments 

Andrew Flett