Asthma + Lung UK is a leading charity dedicated to creating a world where everyone can breathe freely. For the charity’s Christmas campaign, I developed a concept that blended empathy with impact, shining a light on how the cost-of-living crisis is hitting society’s most vulnerable. The idea humanised statistics, turning figures into stories that resonated emotionally with audiences. Through bold visuals and thoughtful messaging, the campaign framed ‘giving’ as a meaningful act during the festive season.