The mission of the Cystic Fibrosis Foundation is to find a cure for cystic fibrosis and to provide all people living with the disease an opportunity to lead full, productive lives. The discovery of the CF gene, establishment of accredited CF care centers, and development of nearly every CF-specific drug available today was made possible through Foundation support.
When the CF Foundation was founded in 1955, people born with the disease weren't expected to live to attend elementary school. Today, over 50 percent of the CF population is over the age of 18, and people with CF are living into their 30s, 40s, and beyond. Despite that, many outside the CF community still think of CF as a "children's disease," and people just learning about CF may not know how much progress has been made.
People with CF dream of tomorrows – how they'll celebrate their next birthday, where they might go to college, who they'll be when they grow up. No matter your age, the promise of tomorrow keeps everyone dreaming.
The "A Mother's Dream For Her Child" video was created to showcase the dreams and accomplishments of real people with CF, and inspire the wide community to work to make the dream of a real cure for CF into a reality.
The three major objectives of the 2018 "A Mother's Dream For Her Child" campaign were:
With those goals and objectives in mind, the CF Foundation created the "A Mother's Dream For Her Child" video. The video featured a new mother describe her dreams for her newly diagnosed child with CF. The voice over played over professionally filmed scenes of real people with CF reaching life milestones the new mother was imagining, from rambunctious toddler, to attending prom, graduating from college and building a family of their own. The video also featured user generated video of people with CF fulfilling their own dreams, small and large. The user generated video helped reinforce that for people living with the challenges of CF, many seemingly everyday tasks are difficult and are incredible accomplishments to have achieved.
In addition to the video, additional graphics and in-depth stories were created, leveraging the individuals with CF and their families featured in the video. These stories were promoted on multiple digital channels, including social media, the CF Foundation website and blog, plus targeted emails.
The "A Mother's Dream For Her Child" campaign targeted two specific audiences, people with CF, and the wider CF community of friends and family who have been affected by the disease.
When building a marketing plan, we made sure the focus was on highlighting the different people with CF that were featured in the video. With the wide variety of dreams and life achievements presented, the content would be relatable and recognizable to our entire audience.
The overall plan included multiple components, including:
Response to the campaign was overwhelmingly positive.
Engagement
Engagement increased across all digital channels, and the "A Mother's Dream For Her Child" video was the main driver.
Comments from individuals across social channels:
Success
Overall end of year engagement and money raised was up significantly
