Reality Check

The Canadian Cystic Fibrosis Foundation recently released its latest advertising campaign – Drowning on the Inside. In many ways, the campaign is a form of shock advertising; the ads are controversial, disturbing and explicit. However, they are also a very accurate portrayal of what life with Cystic Fibrosis can sometimes feel like.

One video features a young child submerged in a pool of water, while another shows a child struggling to suck air through a straw.

What makes these ads so shocking?

Well, first of all, they are deliberately startling; they demonstrate the day-to-day realities of CF in a way that connects to almost anyone. Second, they all feature young children; a move that not only draws attention to the ads, but also accurately portrays the demographic most affected by the disease.

Some critics have argued that the new ad campaign is a blatant attempt by the CCFF to generate support for its cause through the inappropriate use of high impact scare tactics.

Ironically, these highly controversial ads are a breath of fresh air (no pun intended) for CF patients; most of whom often have a hard time describing how the disease truly affects them.

I would argue that the “Drowning on the Inside” campaign is no more explicit than any ad campaign released by M.A.D.D or Smoke Free Ontario. So for those of you who are offended by these ads, I ask you to reconsider the root of your disdain.

What makes these ads so shocking?

It’s not the images, the use of young actors, or the explicit analogies. These ads are shocking for one reason: they represent a truth that has never before been so accurately portrayed.


Note: To check out the rest of the “Drowning on the Inside” campaign, visit:

The Canadian Cystic Fibrosis Foudation