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Breaking the Dangerous Cycle of Over-reliance on SABA Inhalers

by Real Chemistry for AstraZeneca

Summary of work

Breaking the Dangerous Cycle of Over-reliance on SABA Inhalers

Overuse of blue reliever (SABA) inhalers is a systemic and dangerous health problem. The situation prevails despite global asthma guidelines changing in 2019, urging doctors to stop treating symptoms solely with SABA inhalers
To disrupt decades of apathy, we launched an omni-channel patient programme with a key focus on social media encouraging patients to rethink SABA over-dependency. The campaign targeted all the inhaler trigger points where sufferers may over-rely on SABA. Our disruptive creative approach brought the broken cycle of SABA overuse to life.
To complement other activities like contextual programmatic display, we used cutting-edge AI-powered personalized Facebook and Instagram ads and YouTube pre-roll formats. Ads were developed with ‘trigger moments’ in mind, and activated based on real-time environmental factors (pollen, temperature, pollution.)
The Break Over-reliance campaign has been successfully implemented across 18 countries, with the backing of medical and patient groups who identified with campaign’s important message.

Judges' comments

This campaign was a well-deserved winner. It had very strong implementation – it was a well-researched, with good use of the platforms chosen, which in turn gave them very impressive outcomes overall.  It also demonstrated a clever use of contextual targeting to capture patient insights and used nudge approaches to guide patients through a clear-cut journey.


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Category Sponsors

Andrew Binns, Marketing Strategy Consultant – Communiqué Awards Judge

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

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