Last week, Dave Morrissey and Leah McInerney from the Asthma & Allergy Friendly® Certification Program traveled from Dublin to the United States for a strategic session with long-standing Certified partner Knauf North America, along with their trusted creative collaborators: Fungi Media and Tell Your Story and Legacy Marketing.

The meeting, hosted by Fungi Media, was a reflection of what happens when the right partners come together around a shared mission: elevating healthier indoor environments through powerful storytelling and third-party certification. Knauf’s Certified insulation portfolio has already made waves in the building materials industry, but this session focused on how to take that message even further in 2025 and beyond.

It was more than a meeting.
It was a catalyst.

A space where aligned thinking, deep expertise, and a shared vision converged to ask:

  • How do we elevate indoor air quality from a product feature to a meaningful differentiator?

  • How do we connect certification with consumer trust in a way that moves hearts as well as minds?

  • And how can collaboration accelerate both impact and innovation?

From Strategy to Story: A Collaborative Framework

The session was hosted at Fungi Media’s creative space, setting the tone for a day of exploration, reflection, and planning.

On the agenda:

  • H2 planning across both B2B and B2C channels

  • Expanding presence at major industry events, including ASHRAE’s Summer Conference

  • Building integrated marketing plans for Knauf and its Asthma & Allergy Friendly® Certification

  • Reframing how healthier indoor spaces are communicated, to consumers, specifiers, and the wider industry

This wasn’t a one-sided update, but it was a living dialogue, an “innovation café” format designed to encourage expansive thinking, cross-functional input, and genuine co-creation.

Group of professionals from Knauf, Fungi Media, Tell Your Story, and the Asthma & Allergy Friendly® Certification Program seated at orange-covered tables during a collaborative workshop.

Unified around a shared mission, teams from Knauf, Fungi Media, Tell Your Story, Legacy Marketing and the Certification Program participate in a dynamic innovation session to plan bold next steps in healthy building communication.

A Network That’s More Than the Sum of Its Parts

What stood out most was the strength of alignment.

Knauf North America continues to set the bar with their commitment to healthier building materials and third-party validation. Their Certified insulation portfolio has already gained attention across the construction and building sectors, but this session focused on what comes next.

From our side, Leah McInerney and Dave Morrissey represented the Certification Program, contributing insights around scientific credibility, standards evolution, and industry trends.

Our creative and strategic partners, Fungi Media and Tell Your Story and Legacy Marketing, brought invaluable expertise in audience engagement, brand trust, and multi-platform storytelling.

Together, we explored one central idea:

What if healthier indoor environments weren’t just part of a campaign, but the beginning of a broader cultural shift?

Looking Ahead: Turning Insight into Action with Asthma & Allergy Friendly® Certification

As we move into the second half of 2025 and prepare for an even more ambitious 2026, this strategy session has already begun shaping key initiatives. Campaigns. Messaging. Creative direction.

More than anything, it reaffirmed what drives the Asthma & Allergy Friendly® Certification Program forward:

  • Collaboration rooted in trust

  • Partnerships built on shared purpose

  • A commitment to both scientific integrity and audience relevance

Because when the right partners come together, with a shared belief in healthier spaces and a clear path to communicate that value, real progress happens.

We’re proud to continue this journey with Knauf, Fungi Media, Tell Your Story and Legacy Marketing.