GlaxoSmithKline: Breath of Life

Prithviraj Sengupta

GSK turned the mobile phone into a disease detection and risk evaluation tool to raise awareness of under-diagnosed and under-treated chronic obstructive pulmonary disease in China.

Campaign details

Brand: GlaxoSmithKlineBrand owner: GlaxoSmithKlineAgency: McCann HealthMarket: ChinaIndustries: Pharma & healthcare (general)Media channels: Mobile & apps, Other & ambient mediaBudget: No budget

Executive summary

GSK has always strived to make a meaningful difference to people's lives, especially when it comes to their health. As a unique effort in this direction, it turned the mobile phone into a disease awareness and risk evaluation tool for under-diagnosed and under-treated chronic obstructive pulmonary disease (COPD) in China, generating interest from more than 10,000 WeChat users.

The burden of COPD...

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