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defend your lungs campaign (british lung foundation)

I developed the email journey and wrote the email and UX copy for the British Lung Foundation’s ‘Defend Your Lungs Campaign’. The aim of this initiative was to get new and existing supporters to take the flu vaccine and to inform them how to protect their lungs during flu season and amidst COVID-19. The web copy I developed saw over 20,000 users, below is a sample of writing from one of three email journies.

Email 1: What is flu?

Hi Alma,

🎉 Congratulations 🎉 on taking a great first step in defending your lungs this flu season. Over the next few weeks, we will give you the information and advice you need to successfully manage your asthma.

We want to start this journey off by explaining why it is so important to get your free flu vaccine this year if you have asthma.

Our in-house GP, Dr. Andy explains, “75% of people with asthma say flu triggers their asthma symptoms, raising the risk of a life-threatening asthma attack.”

Getting the flu vaccine also reduces the number of people needing GP or hospital care. This year it’s more important than ever to get the flu vaccine, to protect yourself, your friends, your family, and also because the NHS is facing a busy winter due to COVID-19.

Still not sure if the flu vaccine is right for you? Check out our flu vaccine page for more information on why it’s so important this season.

The free flu vaccine is likely to be in demand this year, so don’t miss out!

Take care,

Jessica Kirby Head of Health Advice

Get support. Speak to our expert asthma nurses Monday-Friday from 9:00-5:00 pm on 0300 222 5800, for any and all asthma-related advice.

Give support. If you are able, please also consider making a kind donation today. Your support is vital and will ensure we can continue providing the advice people with asthma need to stay well this winter.

Watch our webinars. Don’t miss Dr. Andy’s asthma webinars where he discusses useful asthma tips and advice, and answers some of your most pressing questions.

Email 2: Why is it dangerous?

Dear Alma,

Today we want to talk to you a little more in-depth about some precautions you might want to take this flu season if you or a loved one have asthma. We also want to answer some common flu-related questions and misconceptions.

Getting your free flu vaccine is an important step in taking care of yourself this flu season if you have asthma. Some people with asthma tell us they’re worried about potential side effects from the vaccine. Don’t be, many people wrongly assume the vaccine has live viruses, it doesn’t. Get your flu vaccine facts straight here and get all your questions answered.

Did you know there are other ways to avoid catching flu? This flu season we want to give you the advice you need to avoid getting a cold or the flu, like washing your hands, getting plenty of sleep, and trying to reduce stress levels, more information here.

Did you know there are three simple things you can do to cut your asthma attack risk - not just from flu, but all respiratory viruses this winter?

  1. Take your preventer inhaler as prescribed

  2. Make sure you have a blue inhaler handy if your symptoms worsen

  3. Book an asthma review with your GP to make sure your asthma is as well managed as it can be this winter.

Covid-19 and new lockdown restrictions might be making you feel uneasy, we’re here for you, and we’re going to continue providing you with tips for staying safe this flu season.Take care,

Jessica Kirby Head of Health Advice

Get support. Speak to our expert asthma nurses Monday-Friday from 9:00-5:00 pm on 0300 222 5800, for any and all asthma-related advice.

Give support. If you are able, please also consider making a kind donation today. Your support is vital and will ensure we can continue providing the advice people with asthma need to stay well this winter.

Watch our webinars. Don’t miss Dr. Andy’s asthma webinars where he discusses useful asthma tips and advice, and answers some of your most pressing questions.

Email 3: Impact in COVID environment

Dear Alma,

Coronavirus, flu, and asthma?

Flu season is already stressful enough as it is if you have asthma, adding the threat of COVID-19 can be unsettling, to say the least. But today we want to remind you that we are asthma experts 👩‍⚕️ 👨‍⚕️ and we have been working tirelessly to make sure you get the support, advice, and care that you need to continue leading a healthy life with managed asthma symptoms.

Watch how Dr. Andy, our in-house GP, breaks down NHS advice, in an asthma-friendly way, giving you the information you need to stay well with your asthma this winter.

Don’t miss Dr. Andy’s blog post, and learn more about what he has to say about the flu vaccine and you.

Thanks,

Jessica Kirby Head of Health Advice

Get support. Speak to our expert asthma nurses Monday-Friday from 9:00-5:00 pm on 0300 222 5800, for any and all asthma-related advice.

Give support. If you are able, please also consider making a kind donation today. Your support is vital and will ensure we can continue providing the advice people with asthma need to stay well this winter.

Watch our webinars. Don’t miss Dr. Andy’s asthma webinars where he discusses useful asthma tips and advice, and answers some of your most pressing questions.

Email 4: Flu and support

Dear Alma,

So many questions, so much information, even more guidance - and it’s constantly changing! We know that all of this information can overwhelm, and sometimes you might have specific questions or concerns that you feel go unanswered.

Today, I want to introduce you to our Asthma UK Helplines. We have expert asthma nurses who can help you with: diagnosis, treatment, managing symptoms, dealing with the side effects of asthma medicines and helping to tackle some of the feelings of uncertainty that you might be feeling due to the coronavirus.

If you want to speak to a nurse use our Asthma UK Helpline, 07378 606 728, 9:00 am - 5:00 pm, Monday - Friday

If you want to chat on WhatsApp to a nurse, use our WhatsApp Chat Helpline, 07378 606 728, 9:00 am - 5:00 pm, Monday - Friday

Don’t forget, there’s no such thing as a silly question. The more you know about your asthma, the better your chance of staying well, so don’t be afraid to ask. Our nurses are here to help.

Take care,

Jessica Kirby Head of Health Advice

Get support. Speak to our expert asthma nurses Monday-Friday from 9:00-5:00 pm on 0300 222 5800, for any and all asthma-related advice.

Give support. If you are able, please also consider making a kind donation today. Your support is vital and will ensure we can continue providing the advice people with asthma need to stay well this winter.

Watch our webinars. Don’t miss Dr. Andy’s asthma webinars where he discusses useful asthma tips and advice, and answers some of your most pressing questions.

Email 5: Case studies of support

Dear Alma,

Our charity helps millions of people with expert advice and support; we fund world-class asthma research and we campaign to improve the quality of care received by people with asthma.

It makes us so happy when we can share our supporter’s stories and discover how they are using our advice to protect themselves from external threats like the flu.

Irene and Carol are two Asthma UK supporters who have decided that their health is too important to take any risks with, especially this year, that’s why they're taking the flu vaccine.

We hope that stories like Irene and Carol’s will continue to give you the information and real-life experience you might need in staying safe and protecting yourself.

Take care,

Jessica Kirby Head of Health Advice

Get support. Speak to our expert asthma nurses Monday-Friday from 9:00-5:00 pm on 0300 222 5800, for any and all asthma-related advice.

Give support. If you are able, please also consider making a kind donation today. Your support is vital and will ensure we can continue providing the advice people with asthma need to stay well this winter.

Watch our webinars. Don’t miss Dr. Andy’s asthma webinars where he discusses useful asthma tips and advice, and answers some of your most pressing questions.

Email 6: Give support, save our services

Dear Alma,

We hope that you have found our flu information and health advice useful. We also hope that you continue to use our services so that you can always have access to free expert asthma advice, that we feel only Asthma UK can provide you with.

As a charity, we are dedicated to bettering the lives of everyone affected by asthma, but COVID-19 has devastated our ability to raise vital funds.

When Covid-19 kicked in we started reaching millions and millions more supporters with life-saving health advice and support, we have been working tirelessly to support everyone. But with so much extra work and no government funding, our life-saving services are at risk.

So today I’m asking you to support our services with a small donation. Your support, no matter how seemingly small, will help us continue to fight for everyone with asthma in the UK.

We’re so happy you have decided to join our 💌 Asthma UK community 💌 and we promise to continue providing you with relevant, insightful, and caring asthma advice and information.

Take care,

Jessica Kirby Head of Health Advice

Get support. Speak to our expert asthma nurses Monday-Friday from 9:00-5:00 pm on 0300 222 5800, for any and all asthma-related advice.

Give support. If you are able, please also consider making a kind donation today. Your support is vital and will ensure we can continue providing the advice people with asthma need to stay well this winter.

Watch our webinars. Don’t miss Dr. Andy’s asthma webinars where he discusses useful asthma tips and advice, and answers some of your most pressing questions.