The Canadian Pulmonary Fibrosis Foundation

Pulmonary fibrosis patients sometimes describe their breathing as being similar to trying to breathe through a drinking straw, 24/7. To get this distressing reality across to the general public, I envisioned a public awareness campaign that would build empathy in a visceral way: The Pucker Up campaign. People are asked to try and breathe through a straw for a few breaths to put them in the place of someone with PF. Pucker Up has become a regualr staple at PF Community Walks across Canada and around the globe.