WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN

THE BREATHLESS COLLECTION - MARIE KEATING FOUNDATION
LUNG CANCER AWARENESS

Shortlist

Title:	THE BREATHLESS COLLECTION
Brand:	MARIE KEATING FOUNDATION
Product/Service:	LUNG CANCER AWARENESS
Client:	MARIE KEATING FOUNDATION
Entrant Company:	THE BRILL BUILDING
Agency:	The Brill Building
Production Company:	THE BRILL BUILDING
Editing Company:	MUSTARD
Sound Company:	LOCKY BUTLER
Creative Director:	PETER SNODDEN
Release Date:	2025-11-01
Notes for Judging:	THE BREATHLESS COLLECTION is the Marie Keating Foundation's most successful innovation for lung cancer to date.With our budget of just €60k across creative, media and production (including VAT) we achieved: FAME 7,940, 826 PR Reach €853,065 PR AVE ! Earned media was our primary target of the campaign, offering reach in scale that our paid media could only dream of. With a combination of affecting survivor stories and ambassadors (all in the 50+ target) and flagship national broadcast and editorial we surpassed all expectations. By creating the world's first clothing and accessories collection to mimic the symptoms of lung cancer, rather than just an advertising campaign the promotion will give almost 9,000 people in 2026 alone the opportunity to feel what lung cancer's symptoms are - and resolve 'not to wear it' Lung cancer still takes more lives among men and women than any other cancer worldwide every year. 1 in every 4 cancer deaths is from lung cancer. 1.8 million people worldwide are lost to lung cancer each year, often because it's caught too late for new treatments to make a difference. While we await a national lung screening programme to save lives now and in the future (a public health innovation the Marie Keating Foundation is at the forefront of calling for) we must: - raise symptom awareness with the public - continue the public pressure to enact the screening legislation Increasing symptom awareness and education will save lives. When lung cancer is caught early, many more lives are saved. (Survival is as high as 69% at 3 years later for Stage 1diagnosis) However, just 28% of respondents in the most recent research reported being confident on symptoms. Focus groups and interviews identified a common query: What does fatigue or breathlessness feel like when it’s something to be concerned about? Our gap analysis identified a key insight: Symptom awareness education is limited in its effectiveness without prior experience So, we created THE BREATHLESS COLLECTION— the world’s first clothes and accessories designed to replicate the early symptoms of lung cancer. Not just a campaign, but a true innovation in marketing and public education. A gilet, scarf, tote bag, shoes and coffee keep-cup — all designed with cancer survivors, clinicians and one ofIreland’s top fashion stylists to physically replicate the hidden weight, restriction and exhaustion that people withlung cancer may experience before diagnosis. Throughout International Lung Cancer Awareness Month – the public and public figures were invited to “walk in the shoes” of those living with undiagnosed lung cancer by wearing items from the capsule collection. By partnering with independent boutiques and the charity's own public education mobile unit, the collection travelled the island for the month of November - lung cancer awareness month - educating through disruption and attention. As a non-profit, the Marie Keating Foundation's awareness marketing budget is tiny - just a small stipend from pharma sponsors - €60k to include all fees, production and VAT taxes! So innovation to capture the attention of the public and earned media is key.