Finalist
You, Me & COPD Roadshow
by M+F Health on behalf of Chiesi UK
Summary of work
Chronic obstructive pulmonary disease (COPD) affects over 1.4 million in the UK, with around 500,000 undiagnosed cases. Despite its prevalence, many patients experience barriers to diagnosis, education, and disease management. Research by Chiesi highlighted significant challenges, including symptom misinterpretation, stigma, and limited access to information.
In response, Chiesi launched You, Me & COPD, a mobile support hub providing access to healthcare professionals, education, and disease management resources in a non-judgmental setting. Targeting areas with a high prevalence of COPD, the roadshow aimed to increase understanding of the disease, encourage early intervention, and empower patients to self-manage their condition. It did so by providing educational materials, HCP-led guidance, and opportunities to speak with like-minded people.
A multi-channel communications strategy, including social media campaigns, NHS partnerships, and regional media outreach, drove attendance and awareness. 2024 activity facilitated 1,429 COPD conversations, reached 179,186 people through social media, secured 28 news articles with a reach of 4.6 million, and achieved high visitor satisfaction ratings – surpassing benchmarks from the 2023 pilot. Attendees reported improved awareness, increased intent to seek healthcare support, and a deeper understanding of disease management. It also reinforced Chiesi’s commitment to the COPD community, setting a precedent for future community-driven healthcare interventions.
Judges’ comments
‘You, Me & COPD Roadshow’ is a solid, well-executed initiative tackling stigma and isolation in COPD. The hub created an inviting atmosphere, and there was some good evidence of intent to change behaviour. A real example of how a multi-channel communications strategy can deliver health information to the community.
