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Excellence in Communicating and Using Data

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Finalist

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


Finalists

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

Debbie Tuesley - Communiqué Awards Director

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

Contact information:

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Saoirse Meenaghan
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