Cystic Fibrosis Canada begins Make It 75 campaign
Cystic Fibrosis Canada has begun a campaign called "Make It 75" in support of its monthly donation plan. The campaign, developed by Grassriots, takes concepts related to aging such as prune juice, senior's discounts and early-bird specials, and presents them as highly desirable by cystic fibrosis patients with a median survival age of 50 years. The campaign encourages donations to fund research into extending that life span by an additional 25 years. The campaign consists of online ads with Facebook, Google and LinkedIn, as well as email marketing, website materials and direct mail. It will run through 2018.