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Breathtaking New Campaign for Asthma Awareness Presents an Unsettling View of the Disease's Effects
Date:5/19/2008

disease.

"This campaign will play a major role in mobilizing awareness of how serious asthma can be, and generate the donations necessary to find a cure," said Dean Smith of the AAF.

While asthma affects people of all ages, it's particularly widespread in the inner cities where up to one in four children is a victim of this disease. Yet there have been no significant improvement in treatment, and relatively little progress in discovering a cure in more than 50 years. The National Institutes of Health spends less than 1% of its budget to address this disease that affects one in every 13 Americans.

The American Asthma Foundation is the only national organization to focus solely on asthma research, advocacy and education.

"Part of our charter is educating the public about this disease, and we felt it was essential to demonstrate the severity of an asthma attack with dramatic, break-through-the-clutter public service announcements," said Marion Sandler, chairman of the board of the AAF. "We teamed up with DeVito/Verdi to create these high impact, call-to-action spots in order to raise the awareness of how severe this neglected disease can be and let people know where they can go to help fund a cure."

"The only way for most people to relate to asthma sufferers is to have them go through and feel the experience of an asthma attach. We did this on film in a way that everyone could understand and never forget," said Ellis Verdi, president of DeVito/Verdi.

About The American Asthma Foundation

The American Asthma Foundation is the only national organization focused solely on asthma. The funds we receive are invested in basic research from the finest scientific minds from diverse fields to investigate the causes of asthma and prevent its onset, find a cure, help people who suffer from the disease, and call attention to the social and emotional costs of the disease.

For more information, visit

SOURCE DeVito/Verdi
Copyright©2008 PR Newswire.
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