The organisation, which is the Marketing Week Engage Awards 2013 charity partner, wants to become a “dynamic, action-oriented brand.”
Tamsyn Clark, director of marketing, says: “A lot of charities are very cosy in their language and we wanted to be a lot more direct about the huge burden that CF is and why we are here to beat the disease.”
Understanding of the condition – which is a genetic illness affecting the lungs – is “pitifully low”, she adds. Nine thousand people in the UK have CF and two million carry the gene.
The charity has a new logo, using the ‘is’ of the word Fibrosis to explain what the condition means for sufferers and their families. It will feature on a new website and be followed up with a research study and an awareness week in June. It is also considering direct response TV and door-to-door campaigning.
“We will be going to a ‘colder’ audience, using some of the harder-hitting messages, such as about cutting lives in half,” says Clark.