Sanofi: Stella – a trailer of a movie that should exist

Sanofi Genzyme, a healthcare company, launched a campaign in Germany to transform the beliefs and attitudes of German asthma patients, inspiring them to take active control of their condition.

Summary

Nobody would think anything unusual of a colleague putting on glasses to read a brief. But if they took a puff from an asthma inhaler, we might recognise a hidden social signal: They are not coping.

The stigma of asthma as a "weakness" has real-world impact. Many patients fear revealing their condition, and agonise about routine social situations: Our survey of people with severe asthma found 47% hide their condition, and 39% avoid taking their medication in public. This sense that asthma is 'best kept hidden' can, in turn, have consequences on treatment and care, as patients begin suppressing...

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