Virtual Friendships Campaign - IncrediBull Secures outstanding coverage for Cystic Fibrosis

It’s Cystic Fibrosis Week and to support the Cystic Fibrosis Trust’s fundraising activity, IncrediBull was tasked with raising awareness of the Trust’s work as well as Cystic Fibrosis (CF). It’s day 1 of the campaign and we’ve got brilliant exposure with blanket national coverage including the Daily Telegraph, the Guardian, Metro, ITN online as well as radio airtime on LBC and Heart FM.

CF can be an isolating illness, as those with the condition are advised not to meet face-to-face due to cross-infection. As such, social networks and online forums can act as a lifeline to both people with CF and their families. IncrediBull used this reality to create a campaign which tapped into society’s fascination with social networks and the virtual world. Research about the value of virtual friendships was commissioned by the CF Trust and IncrediBull who packaged the results into a strong news story

Results revealed that many people view their online pals as just as important as their real world counterparts and the poll revealed the vital role that virtual friendships can play.

Helen Oxley, Consultant Clinical Psychologist in Machester Adult Cystic Fibrosis Centre comments: ‘For most people, the internet is a way of keeping in touch with loved ones and friends but for people who are isolated due to illness, it plays a more vital role and can often act as a lifeline.’ She continues ‘It can foster a sense of social connection for those who can frequently feel isolated, which is important to psychological wellbeing,’

Matthew Reed, CEO of the Cystic Fibrosis Trust adds: ‘Without the advent of social networks, many people with CF would feel very isolated, especially from one another, as people with CF are advised not to meet face-to-face due to the risk of cross-infection, they can pass different bacteria to each other which may be harmful.’

For more information about the Cystic Fibrosis Trust and CF Week, please visit www.cfweek.org.uk