AbbVie has relaunched its More Than a Cold campaign in a bid to put awareness of bronchiolitis back on the agenda.
The UK campaign has the backing of seven patient charities and aims to raise awareness of bronchiolitis among parents.
According to AbbVie, more than 30,000 children are admitted to hospital each year suffering from the condition, a 62% rise over the past decade.
A survey carried out this year by MedeConnect Healthcare Insights on behalf of AbbVie found that on average paediatricians spend 45% of their time during winter months looking after children with bronchiolitis.
Bronchiolitis is a viral lung infection of the lower airways affecting babies and young children and is more common during the winter months.
The airways in the lungs become infected and inflamed so the amount of air entering the lungs is reduced, making it more difficult to breathe. Symptoms include a high temperature and a dry, persistent raspy cough.
Despite the condition becoming increasingly common, with one in three infants at risk of developing it before their first birthday, Abbvie reports that 53% of parents with children under five are unaware of bronchiolitis.
Sarah Davies, patient relations and communications manager, AbbVie, told PMLiVE: “The More Than a Cold campaign aims to provide practical advice and materials for parents and healthcare professionals about bronchiolitis and how to reduce the risks.”
The campaign provides practical advice and materials for both parents and healthcare professionals on bronchiolitis and how to reduce the risks. A campaign video has been developed to raise awareness of the condition, using real life stories to demonstrate the emotional impact bronchiolitis can have.
‘More Than a Cold’ is supported by charities Bliss, the British Lung Foundation, the National Childbirth Trust, Tamba, Tiny Tickers, Tiny Lives, and WellChild.