Finalist
Be Flare Aware: A COPD Omnichannel Activation Campaign
Summary of work
The goal of AstraZeneca’s _Be Flare Aware_ campaign is to raise awareness of exacerbations or flare-ups that can occur among people living with chronic obstructive pulmonary disease (COPD). Frequently under-recognised, underreported and under-treated, flare-ups can lead to permanent, irreversible lung damage, accelerating disease progression and mortality. _Be Flare Aware_ puts flare-up awareness and prevention at the centre of COPD management and facilitates increased understanding of the risks and long-term effects, motivating patients and carers to feel a sense of urgency to report them.
Through an insights-driven omnichannel communications strategy, we met patients at multiple relevant points of their journey with well-tested, disruptive and compelling creative featuring a simple and singular calltoaction, to inspire and empower COPD patients globally to reconsider their disease management. We tapped into the power of patient advocacy group partnerships and a centralised microsite to segment and usher COPD patients through a tailored content journey with educational resources that best met their individual needs. In the campaign’s first month we achieved nearly 1K visits to the global site and in the first 14 weeks of rollout in our pilot market Australia, the campaign drove ~100 HCP appointments, demonstrating true behaviour change and exceeding established benchmarks and KPIs.
Judges’ comments
The entry from Evoke Kyne and AstraZeneca was a global campaign with a high budget that delivered on insights. It had impressive segmentation and was sophisticated in its approach.
