To raise awareness and collect donations for research on lung failure, we let people experience first hand how it feels to be breathless. Known and unknown Dutchies challenged the public and invited them to donate 10 cents for every seconds without air. The campaign was a great succes and raised 100.000 seconds of breathlessness and 4.2 million impressions in the first week alone.
It especially helped the lung foundation with a fresher image and created more likeabilty. The website became FWA site of the day.