AstraZeneca Respiratory: Breathless Moments

This case study describes Astra Zeneca's campaign in South Africa to screen for respiratory illnesses, achieving expansion across the continent.

AstraZeneca Respiratory: Breathless Moments

Asthma is advancing relentlessly across the African continent. Today, 70% of African asthma and COPD sufferers are undiagnosed and the WHO forecasts a 20% increase in respiratory related deaths in the next 10 years. AstraZeneca asked us to create awareness and encourage early screening. Early screening allows for treatment - preventing deterioration of the condition, easing the burden on government budgets and saving lives. We created an integrated campaign that touched people and created a movement across the African continent. Using multiple channels we built momentum to encourage screening and to motivate the participation of governments...

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