It's not easy for an agency to find a “sexy” angle for RSV or lung health. But not every agency is Edelman, where bringing the most complex issues to life is what the global firm does best.

Take “Our Lungs Make Our Lives” for the Lung Health Foundation as an example. In the spot, Olympic swimmer Maggie Mac Neil breaks down her accomplishments in the pool by the number of breaths she took to get there, showing just how difficult life can be for Canadians who struggle to breathe.

Then there’s the campaign for Arexvys, a vaccine to combat respiratory syncytial virus (RSV). In it, the agency shows an AI-generated version of Wayne Gretzky as a young man, talking about how RSV isn’t just a disease suffered by children. Edelman’s “Allegra Airways” work also took a unique approach to helping allergy sufferers, using a data-driven real-time navigation tool for people to find cleaner air to breathe.

These campaigns showcase one of the PR firm’s many talents: juggling creative, PR and government relations, and doing it all seamlessly.