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The nation-wide campaign launches on 11 February and employs the ‘Don't Wait' message to urge people to fund research today that could save lives tomorrow. The integrated campaign includes national press adverts and inserts, web adverts, direct mail, public relations activity and a microsite dont-wait.org

The campaign, which follows a DRTV campaign, aims to make more people aware of how serious asthma can be. In fact more people die each year of asthma than cervical cancer and testicular cancer combined.