Finalist
Untangling the complexity of COPD
by Atomic Matter on behalf of Roche
Summary of work
COPD is the third leading cause of death worldwide, claiming more lives than lung + breast cancer combined.
With biologics, things are changing. However, many of these were originally developed for asthma and are designed to address eosinophilic inflammation, meaning they may not be suitable for the majority of people with COPD – a disease driven by neutrophilic inflammation. We wanted to encourage HCPs to take a step back and remind them that COPD is about more than just eosinophilic inflammation, raising awareness about the true breadth of this heterogenous disease.
So we developed an educational campaign based on tangled woollen threads: an analogy for the complex relationship behind different types of inflammation in COPD. The campaign featured lungs and a coughing man built from thousands of threads, an intricate MOD video that took doctors inside the woollen lungs, a 360-degree LED screen, an app that allowed delegates to pull threads to untangle the scientific narrative, and patient portraits woven from 5km of wool. There was also a tactile interactive data visualisation wall, requiring HCPs to choose a thread and drag it across the board to answer a series of questions on current attitudes and approaches to the management of COPD.
Judges’ comments
The judges thought that the entry from Atomic Matter and Roche was a beautiful campaign. The use of threads was a strong metaphor and it was incredibly engaging, with all aspects thought through. It really stood out.
