AstraZeneca wanted to transform understanding of severe asthma – a distinct form of the condition that can devastate the lives of those who suffer from it.
Recognition of the condition is low: often patients don’t receive the specialist care they require, and policymakers view asthma as long ‘sorted’.
I’m not ashamed to say Breathless made me cry.
Andrew Menzies-Gow, National Clinical Director, Respiratory Services NHS England
Working with an award-winning documentary maker, we produced an emotive and disruptive short film – BREATHLESS – coupled with social micro-targeting, which shone a light life with severe asthma, and the opportunities which exist to improve care around the world.
BREATHLESS tells the story of three severe asthma patients in three countries – each with starkly different experiences of the complex systems governing care.
A dedicated website and short-form BREATHLESS content (including a call to action film, social media teasers and a trailer) was released to mark World Asthma Day 2019.
This powerful and highly ambitious content disrupted the traditional public policy recipe of report, roundtable and press release – providing the severe asthma community with a platform to engage directly with the often hard-to-reach audience of respiratory health policymakers and policy influencers.