Award Spotlight: Creating an Engaging Microsite with

July 29, 2019

In October 2018, LCWA and the Pulmonary Fibrosis Foundation (PFF) developed and launched this new microsite to help introduce key information, symptoms and risk factors about pulmonary fibrosis (PF)—a debilitating lung disease—to the vast majority of the population who do not know about the disease. is a key component in a multi-faceted three-year program designed to increase awareness of both PF and the PFF. The site features simple animation, bold text and easy-to-understand information highlighting primary PF symptoms and risk factors, and funnels visitors into the additional detail and resources that PFF provides. Key features include: 
  • Dynamic design: Interactive animation, obvious “lung” visual cues and bright colors offer approachable and engaging content for site visitors. 
  • Key statistics: Focused content explains the scope of the disease, core symptoms and risk factors, with opportunities to click through to additional information.
  • Multi-media content: PFF patient videos offer personal stories to make the symptoms relatable, while demonstrating three unique paths to diagnosis and treatment.
  • Calls-to-action: A printable “risk list” gives patients a tool to further review their symptoms and risk factors with their doctor. A “Find a Doctor” resource points to local physicians who can provide care for those who need it.

In order to drive visitors to the site, all campaign materials and efforts lead to Tactics include consumer and trade media relations, digital and social ads, and an educational Twitter chat. Since its launch, has received thousands of visitors and we look forward to watching that number continue to grow as we enter the second year of this important awareness campaign.  

The site was awarded a Silver Trumpet from the Publicity Club of Chicago in the category of websites.