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B-M and The Australian Lung Foundation get Australia to “Show Us Your Lungs!”

24 October, 2011

SYDNEY Burson-Marsteller Australia (B-M), a leading Australian public relations and communications consultancy, today revealed the initial impact from its “risque” public health campaign with The Australian Lung Foundation that generated national publicity and proactively engaged the public, medical practitioners, politicians and corporations.

The strategy behind the “Show Us Your Lungs!” campaign, a novel approach in raising lung disease awareness, was intended to generate cut-through, attract attention and communicate educational messages around the importance of lung health.

The integrated campaign focused on a range of communication channels and tactics including media outreach (reaching an audience of 5.5 million Australians so far), engaging with key stakeholders through video content in the lead up to and at time of launch, working with corporations to support and promote the campaign among employees, direct mail to medical centres and community clubs and services, as well as directly engaging with key policy makers within Government.

To help draw attention to new research commissioned for the campaign and encourage people to check their lung health, The Australian Lung Foundation partnered with film actor John Jarratt (star of Wolf Creek) and media personalities, Dr Harry Cooper and Dr John D’Arcy.

William Darbishire, CEO of The Australian Lung Foundation, believes the campaign and its creative platform have provided a solid start to what it sees as an ongoing initiative to increase awareness of good lung health in Australia.

“Lung health, as our research has shown, is not considered by the general community to be as important as say breast or prostate health, so it was crucial that we get people’s attention and communicate our messages through as many channels as possible. The “Show Us Your Lungs!” campaign not only captured the interest of consumers and key stakeholders but has also helped expand our presence through digital channels and social media for the first time,” said Mr Darbishire.

“While the campaign has a fun and cheeky element to it the aim is to promote a very real public health message and help reduce the rate of lung disease in Australia,” said Fiona Tigar, Senior Counsel (Healthcare), for B-M Australia.

“The unique approach for the campaign is intended to raise awareness and education around the importance of good lung health. The latest results from the campaign show that we are meeting this objective in a creative, integrated way.”

The “Show Us Your Lungs!” campaign launched on Monday 10 October. It includes consumer information flyers and posters available in GP surgeries, a new community service announcement (CSA), social media interaction and the campaign’s creative and educational video content, featuring John Jarratt.

View the campaign video content here:
Campaign launch video –
“Show Us Your Lungs, Dr Harry!” –
“Show Us Your Lungs, Dr D’Arcy!” –

For more information on the Australian Lung Foundation visit –

About Burson-Marsteller Asia-Pacific
Burson-Marsteller Asia-Pacific ( is the leading public relations consultancy for organizations communicating in Asia-Pacific and internationally. With a presence in the region dating back to 1973, Burson-Marsteller Asia-Pacific today includes 32 offices and affiliates in 16 countries integrated seamlessly into a global network operating in 98 countries. Our Evidence-Based approach to communications provides our clients with effective, data-driven programs delivered through multiple channels and focused on tangible, measurable results. Our team of more than 700 professionals offers a powerful combination of local knowledge, sector expertise and global communications reach.

Burson-Marsteller (, established in 1953, is a leading global public relations and communications firm. Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network.

For more information, please contact:
Brian West
Market Leader, Australia
Burson-Marsteller Australia
Tel: +61 2 9928 1500

For further information visit our website: or follow: @BMaustralia.

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