Asthma + Lung UK appoints Miroma Group to launch new brand strategy

asthma + lung uk

Asthma + Lung UK, the charity formed by the merger of Asthma UK and The British Lung Foundation, has appointed Miroma Group to launch the new entity’s first brand communications after a competitive pitch.

Asthma + Lung UK

Asthma UK and the British Lung Foundation joined forces in formal partnership in January 2020, building on earlier joint working that has led to real and significant improvements in outcomes for people affected by lung disease, such as Taskforce for Lung Health.

Together they are the UK’s most prominent charity tackling respiratory diseases – seeking to get better investment in the NHS, which is hit by an annual direct cost of £11 billion due to lung conditions.

Miroma Group has been brought on board to increase awareness of the merger and position the new brand, Asthma + Lung UK, as the driving force behind the urgently needed transformation in lung health. 

The brand campaign, which will include press, digital, OOH and radio, is set to launch in May 2022.

Media planning and buying will be handled by Miroma’s media agency Wake The Bear, which are the charity’s agency of record.

Mark Hopkins, Head of Supporter Giving & Digital Engagement at Asthma + Lung UK said: “Lung disease is now the third most common cause of death in the UK, and we urgently need to raise awareness of the work we are doing to bring this to the top of the news agenda.

“Miroma Group impressed us with their passion and experience to make this happen.”
Marc Nohr, Group CEO, Agencies at Miroma Group said: “The incidence of respiratory disease lags way behind funding.

“So with the launch of this new merged organisation, we want to move lung health up the agenda. 

“Our brand platform seeks to do exactly that – and help ensure that the subject gets the attention and funding it deserves.”