Asthma UK & British Lung Foundation rebrand as Asthma + Lung UK
Melanie May | 28 February 2022 | News
Asthma UK and the British Lung Foundation have now rebranded as Asthma + Lung UK, with new branding and strategy.
The charity’s new logo features a pink and orange cross with white writing in Söhne font, representing the coming together of the two former lung charities to create one organisation. It was created by Pentagram design consultancy.
With lung disease the third biggest cause of death in the UK but less than 2% of publicly funded research spent on lung research. Asthma + Lung UK says its new strategy and brand is urgently needed to shine a spotlight on the ‘shameful’ state of the UK’s lung health, which has persisted for decades despite all of the work done by those working in the field, and drive investment into more research on lung conditions.
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To mark its launch, Asthma + Lung UK has released a new strategy called Fighting for Breath with a mission to transform the nation’s lung health, and a news story which reveals that more people die from lung conditions in the UK than in the rest of Western Europe and that hospital admissions have doubled in the past 20 years. There will be a new website, social media activity and support from celebrities including fitness expert Rosemary Conley, TV and radio presenter Toby Anstis and Love Island star Priya Gopaldas. In the coming weeks there will be new adverts on the radio, digital platforms and billboards across the UK.
Asthma UK and the British Lung Foundation joined forces to become a partnership in January 2020. Shortly after, the pandemic struck and demand for the charity’s help through its helpline soared by 400% and its website by 500%. Since then, as well as supporting people with lung conditions through health advice pages on its website, which have been viewed more than 35 million times, and taking 45,000 calls from people on its helpline, the charity launched a website to support people who have breathlessness caused by Long COVID with health advice and tips.
More than a thousand people with lung conditions, supporters and staff were engaged to help create the charity’s new name and logo. The charity’s new brand values are: courage, pushing for better, empowering its people to be their best, listening and understanding, and working as one.
Sarah Woolnough, Chief Executive of Asthma + Lung UK, said:
“We are so proud to today launch Asthma + Lung UK and our new strategy to transform the nation’s lung health and ensure nobody’s life is limited by a lung condition.
“With our eye-catching new look and important strategy we are determined to fight for a world where everyone has healthy lungs, by campaigning for more research into lung conditions, cleaner air and better access to diagnosis and treatment. Now the time is ripe for everyone to prioritise lung health and consider it on the same footing as major illnesses like cancer and heart disease.”
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.