Finalist
Anoro COPD - When You Know the Full Story
Summary of work
To encourage HCPs to look at COPD differently, a standard patient profile wouldn’t do. We needed something more engaging, more human.
Instead, this campaign reframed COPD through a private family chat. Using a WhatsApp-style microsite, clinicians followed Robert, a fictional COPD patient, as he navigates early symptoms. Through messages, selfies, and voice notes, HCPs could see the reality patients conceal in clinic and the impact on those closest to them.
The format felt natural and intimate, offering a glimpse into lives clinicians rarely see.
Why was this important? Because COPD is often understood through clinical markers like lung function and exacerbation risk. Yet many patients live with a hidden burden. Years of smoking-related shame and fear of diagnosis lead many to downplay symptoms or delay seeking help. By the time they speak up, much of their lung function is lost.
‘When You Know the Full Story, You Start Strong’ helped HCPs recognise these barriers and turn empathy into earlier intervention.
Working with graphic novel illustrators, we brought Robert and his family to life through expressive, character-led artwork.
By revealing the human truth behind COPD, the campaign encouraged clinicians to look beyond symptoms and intervene earlier with guideline-recommended dual bronchodilation therapy.
Judges’ comments
Anoro COPD - When You Know the Full Story was a beautifully crafted entry, with a strong design sensibility. The idea of welcoming doctors into a family group chat is engaging and humanises the experience effectively. It had a fresh style, which was really striking and the story-telling was lovely. Overall, a strong and empathetic approach to behaviour change.
