Roche: “J’ose contre la fibrose!” (I dare against fibrosis”)

Roche, a global pharmaceutical company, launched J'ose Contre la Fibrose in France to raise awareness of Idiopathic Pulmonary Fibrosis (IBF).

Campaign details

Brand: Roche FranceAgency: dna Switzerland

Summary

When Roche asked us to develop a patient engagement programme for people suffering from a rare, fatal and debilitating lung condition, Idiopathic Pulmonary Fibrosis (IPF), we threw the disease awareness campaign playbook out of the window. We developed a medically-approved exercise and breathing programme just for IPF patients, to help put them back in control of their life. And we put it into action, teaming 71-year-old patient Michel with an athletics world champion to tackle a challenge that many would think impossible for someone with IPF: running a 5km...

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