The American Lung Association wanted MPI to help them launch a major fund-raising initiative. They simply wanted a brochure and stationery using their name and National Asthma Initiative as the theme. MPI suggested that there was a bigger opportunity available and encouraged the ALA to "brand" their initiative. By calling the initiative the ASTHMATTACK, the ALA was able to add a more memorable, arresting and believable spin to their fund raising efforts. While ASTHMATTACK was a play on words, the underlying message was the ALA wasn't just acknowledging the problem of people having asthma, they were attacking the problem.

The term was a successful rallying cry, helping to raise millions for the initiative not to mention an insightful learning experience about the power of persuasive graphics.