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Boehringer launches COPD awareness drive in Japan

Social media campaign will target male smokers’ wives and daughters

Boehringer Ingelheim (BI) Japan has launched a social media campaign promoting the early diagnosis and treatment of chronic obstructive pulmonary disease (COPD).

The campaign, which began earlier this month on World COPD Day, has been coordinated with the help of Japanese healthcare PR firm Cosmo.

COPD is the seventh most common cause of death among men in the country, according to Japan's Ministry of Health, Labor and Welfare, with more 90 per cent of people with COPD having a history of smoking.

The targeted demographic of middle-aged male smokers is typically reluctant to participate in screenings; however, BI research suggests that 80 per cent would be more willing to go if encouraged by their wives or daughters.

The social media campaign, which uses Facebook and Twitter, therefore focuses predominately on engaging the wife/daughter influencers by offering them a virtual version of an ema – a traditional Japanese wooden plaque, found at Shinto shrines, on which prayers are written.

The virtual emas feature in a gallery on the campaign website showing the prayers offered and recipients' personal risk assessment, and can also be emailed to the male family member.

The initiative also includes a three-question screener, which aims to assess the level of risk of COPD.

28th November 2012

From: Marketing

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