Major Miss: World Asthma Foundation’s March 2012 Advertising Campaign

World Asthma Foundation March 2012 - alley

World Asthma Foundation March 2012 - "alley"

Created by United Arab Emirates-based advertising agency Bates PanGulf , World Asthma Foundation ‘s latest campaign attempts to show us how asthma can strike people anywhere and at anytime, but something is off.

The over-dramatic adverts feature bodies laying in strange positions, with each person somehow falling only in dark, secluded alleyways and creepy stairwells. People only suffer from asthma in places that may also be dangerous to travel alone?

We’re left wondering how the young woman in the “Street” ad lost her shoes. Have you ever fainted and lost, not your loose-fitting sandals, but sneakers?

World Asthma Foundation March 2012 - street

World Asthma Foundation March 2012 - "street"

Also, judging by the pack of cigarettes in every ad, each of these affected persons is a smoker. Since when do you need to be a smoker to have asthma symptoms? Let’s blame the research department for that one, Bobby.

More realistic situations, i.e: parks, schools, or crowded trains would have better executed the campaign’s tagline which reads “Asthma can attack you anywhere. Knowing your symptoms could save your life.”

World Asthma Foundation March 2012 - subway

World Asthma Foundation March 2012 - "subway"

Creative Directors: Prasanna Hegde, Richard Nugent
Creative Group Head: Rajaram Ojha
Art Directors: Abdul Shafeek, Vidhu Pv, Haja Mohideen
Copywriter: Sheldon Serrao


Share This

  • Lol

    Fag packets??? Or phones???

  • Willam Cullifer


    The World Asthma Foundation (WAF) here. One major point of clarification on the
    “major miss” post:

    The ads depicted above and the references regarding the “Asthma
    Strikes” ad campaign here at the WAF we’re not part of an official 2012 Asthma
    education campaign.  It was rather, a mock campaign of sorts that included
    the WAF collaborating with an ad company in the UAE that had an interest in
    helping support the organizations mission and its efforts to support Asthma
    education in the UAE. If memory serves, it was part of an “ad campaign contest”
    that the ad agency participated in.

    We too had some concerns about the nature and placement of
    the images and the messaging delivery.  In
    fact, we expressed them to the ad agency rep upon submission to us. Candidly,
    as graphic in nature as the images were and the fact that the messaging could
    have been better communicated, we agreed to participate in the spirit of
    collaboration with the global ad agency community. That said and at the end of
    the day, we were and are grateful for the effort to create awareness of this
    dreadful disease and we hope that this process will serve to raise awareness of
    Asthma and that it bolsters the conversation on campaigns in the future.

    In closing, I can only assume based on the ad feedback that
    the ad agency didn’t win in this category. In fairness to the agency and to the
    process, I have to say that I am impressed by the constructive criticism
    provided from the creative and ad business community.  Additionally and for what it is worth, I concur
    with many of the comments and suggestions made by the creative and ad community.
    In short, If we we’re to launch such a “Asthma Strikes” campaign in the future,
    we certainly would consider the feedback provided by the ComplexMedia Community.
    We also thank you for the opportunity to
    participate in the discussion.

    All the best. Live Well Breath Well!