This is a truly horrific disease. Pulmonary fibrosis. It kills as many people every year as breast cancer (about 40,000). It can strike anyone at any age. And there's no known cure or cause because funding for research is limited. It's one of those illnesses that, in the fund-raising world, is called an "orphan disease," mostly because few people outside of the families of PF patients have heard of it.
Our campaign was designed to raise
awareness by pointing out how "innocently" the disease starts; with a
cough that just won't go away. Using hypochondria as a marketing tool. Insidious, no?
Realizing no one in bumper-to-bumper traffic was going to remember www.coalitionforpf.org, we also conceived the easy-to-remember URL: www.cough-cough.org.
