Breztri. Making COPD hard to ignore
Challenge
COPD can worsen gradually, so people can adjust to worsening symptoms too. More flare-ups or difficulty with everyday activities can simply become part of living with the condition.
We needed to help people with COPD - and their whānau and carers - recognise when it might be time to talk to their healthcare professional about their treatment.
But treatment choices can be complicated. We needed to make the message simple and memorable, so people knew both when to ask and what to ask about.
Outcome
We built the campaign around a simple behaviour change: helping people recognise when their COPD may not be as well controlled as they think.
The creative focused on familiar signs that are easy to dismiss - from struggling with stairs to harder mornings and nights - challenging people to reconsider what they had come to accept as normal. Breztri’s twice-daily dosing also informed memorable day-and-night messaging.
Across social, search, video, display, outdoor and radio, the campaign directed people to the Living with COPD website we created. Its Symptom Check Quiz gives people a practical way to reflect on changes in their symptoms, learn more and prepare for a conversation with their healthcare professional.
BRAND: Breztri
CLIENT: AstraZeneca
CONSUMER CHANNELS: TVC, Digital, Social Media, Clinic materials, Website, Outdoor
