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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.


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


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 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023