Roche has launched a global idiopathic pulmonary fibrosis (IPF) awareness campaign with a Fight IPF choir video to raise the public profile of the little known lung disease.
Inspired by Ogilvy & Mather London’s ‘Breathless choir’ campaign for Philips, the video presents a choir performance by the families of IPF patients to encourage their relatives to stand up to the lung disease by learning more about the condition.
Roche’s new online IPF hub, created in support of the campaign, is designed to provide much needed information on the disease for patients and their families alike so that they can make more informed decisions in the treatment process.
Carlos Lines Millán, president of the European Idiopathic Pulmonary Fibrosis and Related Disorders Federation, said: “Knowledge, it is said, is power – but it is only through initiatives like this that accurate information can reach people with IPF and their carers.
“It is inspiring to see the passion and determination of people with IPF and their families joining together to fight IPF. Efforts like this, alongside campaigns run by support groups across the world, are empowering for all the IPF community.”
Launched to coincide with this year’s IPF World Week, Roche hopes the campaign will highlight what living with IPF means and empower those with the disease to get access the support that they need.
The progressive and fatal lung disease affects around 15,000 people in the UK and 110,000 in Europe, with patients surviving on average three years from diagnosis.