Excellence in Content Management/Curation

Summary of work

COPD is one of the great health challenges of our time. By 2030, it is predicted to become the world’s third biggest killer. People living with COPD often find that their breathlessness leads to them becoming less active, which in turn increases disease progression, often leaving patients trapped at home unable to get out to meet friends and family. It is understanding the person behind the disease that is at the heart of our approach to creating and curating content for our online community of people living with COPD.

Health Unlimited identified when a person living with COPD may be considering taking small steps towards behaviour change. We then developed a clear picture of potential intervention points on the patient journey and the kind of content that could support them in implementing that change. Addressing each step of the patient’s journey to behaviour change, content is structured under five core pillars each answering questions that arise at a specific point in their journey. We have implemented a unique insights-led approach, learning from responses to previous posts to ensure that every piece of content we share supports our community to improve their lives with COPD.

Judges' comments

This was a campaign that showed a lot of engagement with the audience and ensured that they received relevant, quality content - as testified by their returning visitor statistics. A very emotive campaign with solid, positive outcomes.