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Highly Commended

Break Over-Reliance

by AstraZeneca
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 integrated 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 judges felt this entry had a really interesting take on story telling about what was clearly a key health issue in a competitive space. The graphic design was very impactful and was well used across all media. This entry made a lot of social noise and the country-wide campaign was impressive.


SMA: A Race Against Time - by Novartis Gene Therapies
with support from Havas Life Medicom

Highly commended

Break Over-Reliance - by AstraZeneca
with support from Real Chemistry


'Up for the Challenge' - by Galapagos/ Gilead
with support from Purple Agency

The Heart Failure Data Map: Demonstrating the Need for Action - by Novartis
with support from M&F Health

Myeloproliferative Neoplasms Virtual Speaker Training Program 2021 - by Novartis
with support from Langland

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022