Iki-Iki Jinja: COPD Awareness Campaign

Ambrose Lau and Maruan El Mahgiub

Campaign details

Brand owner: Nippon Boehringer Ingelheim (NBI)
Agency: Cosmo PR
Brand: COPD Awareness
Country: 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 new approach was needed to get patients to seek earlier treatment.

The overall objectives of the campaign were to: increase COPD awareness and understanding by patients; increase call to action by target audience – ie motivation by patients to seek treatment; and, finally, increase diagnosis of COPD.