Oftentimes, the perception of deep vulnerability and fragility pleagues those of terminal illness. The strength of these individuals are often understated, and their battles left uncredited. No matter the individual, each person is a fighter—whether for one’s self, or for someone else. The ‘Born A Fighter’ Campaign challenges the viewer to recognize their role against the struggle of maintaining ‘tomorrows’.

 

The conceptualization of this initiative originates from the discovery that the most overstated of fighters—a boxer, and the most unstated of fighters—a patient diagnosed with terminal illness, specifically cystic fibrosis—metaphorically share many experiences. From constant blows to the chest and troubled breathing, from an assumed predetermination of a decline in ‘their prime’, even the most unconventional of pairings seemingly are the most compatible. This campaign invites others to join the battle, and become a fighter worth their salt.