Finalist
Break Over-Reliance
with support from Real Chemistry
Summary of work
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.
Real Chemistry developed a first-of-its kind campaign for AstraZeneca to help patients and doctors assess SABA reliance and break the cycle of overuse. The creative campaign comes to life in both print and online and focuses on reaching patients at key ‘inhaler’ moments, driving them to seek more information and self-identify through an expert-developed self-assessment test.
Judges’ comments
The Break Over-Reliance entry took a very creative approach and had some great patient feedback, which resulted in intended actions. It had a good channel approach with some very high outcomes.
