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New APF campaign puts pulmonary fibrosis in the spotlight

Poster for APF Hear My Lungs campaign

It’s always a pleasure to work with Action for Pulmonary Fibrosis, and this year’s awareness month campaign is a particularly important one, which we were proud to create.

APF’s new hard-hitting nationwide public campaign aims to raise awareness of pulmonary fibrosis (PF), a devastating condition which causes permanent lung scarring. It currently has no cure, and our More in Common poll showed that nearly a third (30%) of people in the UK have never heard of it. Yet pulmonary fibrosis is something we should all be aware of. It has a worse prognosis than many common cancers – on average, just 3-7 years after diagnosis.

APF are here to help patients and families when they need it most, while funding vital research into this condition and treatments. And right now, they want to get everyone talking about PF and recognising the symptoms.

Our campaign, which is running in out of home settings and on social media, takes you inside the lungs of someone living with pulmonary fibrosis to show what’s really going on. It’s gained widespread media coverage, which is a real boost for awareness.

So if you’re not familiar with Action for Pulmonary Fibrosis, check out the campaign at and #useyourlungs to raise awareness of PF.


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