Project Breathe

Choose to live

St. Luke’s shows to the public the consequences of not following the basic safety protocols

The second wave of COVID-19 in the Philippines was more alarming, with daily recorded cases increasing five times in less than a month. Reason: Another alarming surge. 1.5 million safety protocol violations recorded due to COVID fatigue. Online conversation on safety significantly died down compared to last year.

As hospitals became severely understaffed and overwhelmed, St. Luke’s Medical Center, the country’s leading healthcare institution, wanted to reignite the conversation on safety — by exposing the frightening realities of the choices we make.

The series of messages was posted on Facebook where Filipinos spent more time on since the start of the pandemic. Within 24 hours, the posts went viral. Memes made fun of the government’s pandemic response. Within a few days, the campaign went global.