AstraZeneca — Speak Up for COPD
Using COPD voices to build a ground-breaking coalition to drive national and regional policy change
Patient journeys and authentic content featuring advocates and experts, helping AstraZeneca establish Living With COPD — a patient-centric coalition for pharma brands, bodies and their agencies.
What We Did
We created patient journeys and authentic content featuring advocates and experts for AstraZeneca, helping it set up Living With COPD — a patient-centric coalition for pharma brands, bodies and their agencies.
Campaign: Speak Up for COPD
Living With COPD enhanced visibility of people living with COPD, providing a focal point and catalyst for the creation of the Speak Up for COPD coalition, which:
- Established policy discussions and a Global Advocacy Standard, reframing and amplifying COPD from a "lifestyle-driven respiratory issue" to a top-tier global public health priority in the eyes of policymakers
- Pioneered and orchestrated massive multi-channel campaigns (specifically for World COPD Day) that amplified a patient-centric video storytelling series from the coalition
- Acted as a catalyst for significant cross-industry mobilisation at national and regional levels, securing long-term funding and strategic commitments from some of the world's largest pharma leaders towards a unified, non-promotional goal