American Lung Association to "Fight for Air" in New Advertising

NEW YORK, NY (05/13/2010)(readMedia)-- The American Lung Association in New York is pleased to report that the Lung Association has launched its first nationwide public service advertising (PSA) brand campaign in more than a decade in an effort to raise awareness and engage people in the mission of the century-old public health charity. The campaign includes television, radio, print and out-of-home elements, all of which emphasize the American Lung Association's brand platform and tagline, "Fighting for Air."

Market research conducted in November 2009 helped guide the creative development of the "Fighting for Air" campaign. It found that, while a high percentage of individuals were aware of the Lung Association, fewer people were familiar with the full-scope of the organization's mission. Thus, the campaign seeks to raise awareness about the organization's work in helping people suffering from lung disease, researching cures, keeping kids off tobacco, and fighting against air pollution.

"Each and every day we are 'Fighting for Air' so that New Yorkers can breathe easier and live longer, healthier lives," said Scott T. Santarella, President and CEO of the American Lung Association in New York. "This new campaign showcases the remarkable breadth of our efforts to save lives by preventing lung disease and promoting lung health."

The PSA campaign is being distributed by PlowshareGroup to media outlets nationwide in May and June 2010. The organization will not be purchasing any advertising, and depends on the generosity of media outlets in the New York City metropolitan area and throughout the state to air the campaign as a public service.

"With thousands of City residents expected to participate in our Breathe NYC Asthma Walk next Saturday, May 22nd, we expect that these new PSAs will help bring added visibility to our Walk and to our ongoing Fight for Air. Our hope is that this new campaign will not only help us reconnect with our long-time donors, but introduce the Lung Association to a new generation of dedicated supporters," Santarella said.

All of the ads can be viewed by visiting the Lung Association's multi-media library and are available for broadcast quality and high resolution download.

The campaign was developed by Red Deluxe Brand Development, a Memphis-based firm with numerous non-profit and advocacy clients.

"The American Lung Association does so much more to protect our lungs and our air than most people realize," said Martin Wilford, a principal with Red Deluxe. "It is extraordinarily rewarding to be part of this historic organization's important-and growing-fight."

For more information about the BREATHE NYC Asthma Walk on May 22nd visit or contact Vera Lewis via email at , or by phone (212) 889-3370, ext 13. People may also register online and get more information by visiting the BREATHE NYC Asthma Walk website.


About the American Lung Association

Now in its second century, the American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease. With your generous support, the American Lung Association is "Fighting for Air" through research, education and advocacy. For more information about the American Lung Association or to support the work it does, call 1-800-LUNG-USA (1-800-586-4872) or visit