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Finalist

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 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.


Winner

Fighting Failure: Reprioritising Heart Failure Care in the UK - by Novartis Pharmaceuticals UK Ltd
with support from Aurora Healthcare Communications, The Clarion Portfolio and Salt


Finalists

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

Talking PF, Mini Talks and Live Q&As About Lungs, Life and Keeping Strong - by Boehringer Ingelheim and Action for Pulmonary Fibrosis
with support from 11 London (supported by AVT)

LiverSync® - by Norgine
with support from earthware

Live Life with ITP - by Novartis UK
with support from Havas Life Medicom


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