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...