Please login to the form below

Not currently logged in

Excellence in Communicating and Using Data

Sponsored by

Back to results


Improving Asthma Control for a Reduced Carbon Footprint

by MHP Mischief and Edelman for AstraZeneca

Summary of work

The Greener NHS strategy raises an important question for industry and the healthcare system – how can we tackle the carbon footprint of respiratory care, without harming patients?

Much of the debate had focused on switching respiratory patients’ maintenance treatments on environmental grounds. AstraZeneca, Edelman and MHP Mischief sought to identify the real priority. The SABA Use IN Asthma (SABINA) study programme found that the majority of the inhaled carbon footprint comes not from maintenance but from the blue ‘reliever’ inhaler (SABA). It also found that most SABAs were prescribed to patients overusing this type of inhaler – at considerable risk to their health.

There was a clear need to demonstrate that improving respiratory outcomes was the best way to protect patients and the planet. We worked to disseminate this data with the clinical community at the British Thoracic Society winter meeting, and then via direct engagement with media and at the highest levels of the UK governments and health systems.

The data has helped inform evolving policy, with a focus now on SABA reduction both as a patient safety and an environmental priority – saving lives of asthma patients in the UK and those at risk from climate change around the world.

Judges' comments

This was a very impressive communications campaign that was really well put together. It has broad engagement, driving understanding and real change within the community, along with excellent, clear outcomes that really showed what was achieved, such as incentives, changes to policies and modifications to schemes.

Highly commended


DEMAND DIVERSITY: Exploring Ethnic Minority Attitudes Towards Clinical Trials - by COUCH Health with input from UK and US participants and patients, for use by COUCH Health and the wider industry

Embracing Carers® Carer Well-Being Index: Taking on the COVID-19 Carer Crisis - by Ketchum for Merck KGaA, Darmstadt, Germany

Improving Asthma Control for a Reduced Carbon Footprint - by MHP Mischief and Edelman for AstraZeneca

UK Bio Industry Association - evoke mind+matter for BioIndustry Association (BIA)

Beneath The Surface: A European Position Paper on the Neurocognitive Impact and Care of PKU - By Portland Communications For BioMarin

Category Sponsors

Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253