“It’s terrifying not being able to breathe… and that’s informed a lot of our strategic thinking and our positioning, because nobody should have to struggle to breathe and we can do so much better for people with lung conditions.” Sarah Woolnough is the CEO of the newly rebranded charity Asthma + Lung UK. Poor lung health is the 3rd biggest killer in the UK and yet only 2% of publicly funded medical research goes towards this cause. Asthma + Lung UK is here to change that. And be the driving force behind the transformation of the nation’s lung health. Sarah talks about her learnings from leading the collaborative journey of the re-brand process. She also shares her personal experiences, being a first-time CEO, joining the organisation during lockdown and being a busy mum of 4 young children. Recorded May 2022.