Breath for All

A new campaign invokes the popularity of breath work to raise funds for medical oxygen supplies in Africa

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An African medical humanitarian organisation is highlighting the power of the breath as it seeks to raise funds for better access to oxygen supplies across sub-Saharan Africa.

The Alliance for International Medical Action, or ALIMA, is based in Dakar, Senegal, and has been saving lives in Africa during emergencies and crises since 2009. Since its launch, it has treated more than 10 million patients in 14 countries across Africa.

Its new campaign — Breath for All — invokes the current popularity of breath work around the world to draw attention to the health inequality gap in the hope of raising vital new funds for access to medical oxygen.

The campaign features 3D digital artwork by world-renowned artist Six N. Five, offering guided meditations and inviting audiences to take a breath — and give a breath by supporting the work of ALIMA.

“ALIMA is working to ensure patients have access to lifesaving oxygen treatments,” said Charlie Kunzer, executive director of ALIMA USA.

“Breath for All encourages people to reflect on their breathing, an act often done without thought. While breathing deeply may come easily to most, every breath is a struggle for the millions who lack medical oxygen in sub-Saharan Africa.”

Acute respiratory infection is a leading cause of death in sub-Saharan Africa, and many medical facilities lack the infrastructure, equipment and training to diagnose and treat patients in respiratory distress.

ALIMA works with health ministries in African countries such as Mali, Niger, Guinea, Sudan and Burkina Faso to improve sustainable long-lasting access to oxygen across urban and remote areas, implementing programmes that target medical, technical and logistical barriers to effective treatment.

The Breath for All campaign itself includes three short meditation ads — Rise, Refresh, Unwind — and features iconic African landscapes in a bid to prompt people to take a moment to breathe… and to give.

Created by boutique marketing agency Nazar Works, it taps into the cultural phenomenon of breathwork. “We wanted to create an emotional connection with a global audience around the serious and complex issue of medical oxygen,” said Neda Azarfar, managing director of Nazar Works. “What’s more visceral and connective than breath?

Visit: breathforall.alima.ngo