Asthma UK

The asthma charity has enlisted the help of celebrities such as Chris Tarrant, Barbara Windsor and Bill Bailey for its latest campaign

Chris Tarrant
Chris Tarrant
What is it? 

Asthma UK is using its latest campaign, One Word, to highlight how asthma sufferers feel when they are having attacks.

Celebrities including the comedian Bill Bailey have been asked to describe in one word how it feels to have or witness an asthma attack, which he described as "terrifying".

The campaign, which was launched on Wednesday 13 November, says that asthma attacks can be deadly: every day, three people die after suffering attacks. The campaign is aiming to raise awareness about asthma deaths and how they can be prevented.

What else?

Members of the public are being encouraged to take photographs of themselves holding signs that feature words reflecting heir experiences, and upload these to a dedicated campaign website.

The activity is part of Asthma UK’s Stop Asthma Deaths campaign, a long-term engagement initiative that was launched earlier this year.

How is it being promoted?

The campaign uses Facebook advertising and targeted email to raise awareness of the activity, as well as the charity’s other social media channels. Planned follow-up activity will see the charity share all the words it has collected and ask supporters for stories linked to their word.

Why is the charity doing it?

It is hoping to get thousands of people to help it raise awareness of the fact that asthma attacks can be deadly, so that when the government publishes its National Review of Asthma Deaths in April next year it is ready to make a case for change and reduce the 1,000 deaths cause by asthma each year.

Third Sector verdict:

The campaign features an impressive list of celebrities who are sure to attract the media and public's attention. Giving supporters and asthma sufferers a chance to take part by uploading their own experiences will encourage engagement and provide the charity with a strong case when it lobbies the government next year.

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