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The Astellas Award for Excellence in Patient Programmes

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Boots UK asthma in-store support programme: The Fresh Breaths of Tomorrow

by The Red Consultancy for Boots UK

Summary of work

The Boots UK asthma in-store support programme was a new pharmacy service designed to help people living with asthma take better control of their condition, born out of the insight that 71% of adults aged 20-30 with asthma didn’t use their inhaler properly.1 The launch was up against two challenges – an apathetic target audience and a challenging media environment. 

Encouraging this target group to take better control of their condition required a creative and disruptive approach to change the tone and focus of the conversation, to positively disrupt the media agenda and to put patient motivation at the heart of the campaign. 

A challenger brand approach was adopted using ‘fresh breaths’ case studies – up and coming athletes, singers and musicians to highlight how their asthma hasn’t held them back from becoming the success they are today. 

The PR launch generated an OTS of over 161 million with 43% of the readership aged between 20-30 years, and was responsible for a 17-fold increase in signs up to the new Boots UK asthma service, driven solely by PR.

1. Giraud V et al. Misuse of corticosteroid metered-dose inhaler is associated with decreased asthma stability. Eur Respir J 2002; 19: 246–251.

Judges comments

This project had a clearly defined audience, which was a breath of fresh air. It was confident in its delivery and chose its channels and tactics well, which isn’t easy to do. The campaign achieved a real connection and delivered some killer stats in terms of outcomes.


Treat Yourself Better Without Antibiotics - by Red Door Communications for the Proprietary Association of Great Britain and Pharmacy Voice


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Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

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Behind the Judging: Communiqué Awards
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