DULERA: Sue's World

Sue's World is an integrated consumer campaign to support the American launch of Dulera, a Fixed Dose Combination treatment for asthma sufferers.

DULERA: Sue's World

DDB, McCann Erickson

The business situation

Asthma is a chronic inflammatory disease characterized by pulmonary inflammation leading to bronchial contraction. Inflammation can cause recurring "attacks" of wheezing, breathlessness, and coughing, as well as reduced lung function. Many patients with severe asthma have frequent exacerbations (or "attacks") requiring emergency treatment.1 Published research shows that approximately one-third of asthma patients experience exacerbations on a regular basis and, as such, can be considered "uncontrolled."2

In mid 2012, DULERAiwas launched as a new asthma treatment, intended to reduce the underlying inflammation of the lungs and subsequent...

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