Iki-Iki Jinja: COPD Awareness Campaign

This case study shows how a social campaign raised awareness of Chronic Obstructive Pulmonary Disease (COPD), the seventh leading cause of death among men in Japan.

Iki-Iki Jinja: COPD Awareness Campaign

Ambrose Lau and Maruan El Mahgiub

Campaign details

Brand owner: Nippon Boehringer Ingelheim (NBI)Agency: Cosmo PRBrand: COPD AwarenessCountry: Japan

Executive summary

Chronic Obstructive Pulmonary Disease (COPD) is the 7th leading cause of death among men in Japan, but the diagnosis rate is just 13.9% (2011). On average, patients only get diagnosed 15 years after the onset of symptoms. However, there are prescription medications available that can help patients breathe more easily.

Advertising-driven awareness campaigns had proven to be ineffective in prompting patients to take action. A...

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