For the estimated 5,000 to 15,000 Canadians living with Idiopathic Pulmonary Fibrosis (IPF), a progressive and fatal lung disease, every breath can be a struggle. IPF causes scarring in the lungs, making it difficult to breathe, while other symptoms include dry hacking cough and cyanosis – or blue lips.
As September is Pulmonary Fibrosis Awareness Month, our Toronto teams are putting their creativity and expertise to good use by helping Boehringer Ingelheim Canada (BICL) launch its educational initiative to Kiss IPF Goodbye! Through an integrated traditional and digital communications program, our teams will initiate meaningful conversations about IPF on social media while also fundraising for the Canadian Pulmonary Fibrosis Foundation (CPFF), a not-for-profit charitable organization established to provide support, hope and resources for those people affected by pulmonary fibrosis.
Actress and director Rose McGowan – perhaps best known for her role as Paige Matthews on Charmed – understands first-hand the devastating effects of IPF, as her father sadly passed away from the disease. A strong advocate for IPF, Rose is in Toronto on September 18 to partner with the CPFF, bringing attention to this rare disease and sharing her personal story as a caregiver to her father.
While Rose’s story will help draw attention to this important initiative, we also encourage you to visit the CPFF website to hear from others who have been affected by the disease and to learn more about IPF. By sharing these videos on Facebook and Twitter, using the hashtag #kissIPFgoodbye, you will not only be spreading the word but also contribute to a great cause: Boehringer Ingelheim Canada will donate $ 5 to the CPFF for every single share and retweet.
Our teams are also hitting the streets and spreading the word by distributing Kiss IPF Goodbye Hershey’s Kisses, pens and Post-it notes, and engaging with students on Ryerson’s campus to get them involved and talking about IPF on social media.
Like us on Facebook and follow us on Twitter to stay up-to-date, and be sure to check out and share the videos.
Rose appeared on Canada AM, Global Morning, The Social and Entertainment Tonight Canada. She is also quoted in a fantastic article in the Toronto Star and in the September 23 edition of Metro (page 31) in Toronto, Halifax, Winnipeg, Calgary, Edmonton, Ottawa and Vancouver.