ASTHMA AWARENESS

TitleASTHMA AWARENESS
ClientGSK
Product / ServiceCONSUMER AWARENESS
CategoryE05. Education & Services aimed at Non-Healthcare Professionals
EntrantGHG Sydney, AUSTRALIA
Idea Creation GHG Sydney, AUSTRALIA
Idea Creation 2 GREY SYDNEY Sydney, AUSTRALIA
PR GREY SYDNEY Sydney, AUSTRALIA
Production GREY SYDNEY Sydney, AUSTRALIA

The Campaign

GHG Sydney and Grey Sydney combined consumer knowledge and healthcare knowledge to create an engaging and effective campaign. Our Asthma Awareness campaign used humorous analogies and dramatised every day excuses patients make to justify their asthma treatment behaviour. The campaign featured a guy half shaving his face, a woman putting clothes in a dishwasher, and a woman running with only one shoe. These campaign images were underpinned with the common sense tagline: “If you’re not doing it properly, it’s not working properly” and directed people to their doctor for an asthma treatment review.

Creative Execution

GHG Sydney and Grey Sydney combined consumer knowledge and healthcare knowledge to create an engaging and effective campaign. Our Asthma Awareness campaign used humorous analogies and dramatised every day excuses patients make to justify their behaviour. The campaign featured a guy half shaving his face, a woman putting clothes in a dishwasher, and a woman running with only one shoe. These campaign images were underpinned with the common sense tagline: “If you’re not doing it properly, it’s not working properly” and directed people to their doctor for a treatment review. The Asthma Awareness campaign featured on TV, in various print publications, across multiple digital platforms, as well as across various marketing collateral. Asthma patients from all over Australia were targeted when they were most receptive to the message - in their home, their cars, on their computers, and in the doctor's surgery.

Post campaign research was undertaken by Omnicom Group and overall the results were excellent. Some particular highlights: 33.3% of those exposed to the TV commercial claimed they definitely needed to discuss their asthma with their doctor – compared to 14.4% for those who were not exposed to the TV commercial. GSK were hoping that 10% of people with asthma would visit their doctor, in fact 42.2% of those exposed to the TV ad actually discussed asthma with their doctor as a result of the campaign. Patients also showed greater understanding of the importance of using their asthma device property. The campaign was a positive step in improving adherence and asthma control in Australia.

GHG Sydney and GREY Sydney were presented with the challenge of mobilising asthma patients across Australia to do something about their non-compliance. We wanted to encourage patients to review their asthma management with their physician and determine which asthma treatment suited them best. The “If you’re not doing it properly, it’s not working properly” campaign was fully integrated. The campaign ran across Australian and included television commercials, radio commercials, local press, plus in-clinic posters and patient questionnaire. A patient website supported the messages, provided further information and directed people to book an appointment via HealthEngine.com.au

It was important to engage the audience with a unique asthma campaign as the asthma message had been going over their heads. Given that almost 50% of people with asthma don’t have sufficient asthma management – despite ongoing efforts by leading physicians and asthma organisations to educate patients – it was clear that previous marketing approaches weren’t working. We needed to shake things up and think outside the box. Asthma is also common condition that effects most of the population, therefore we needed an integrated campaigned that went across many mediums. The campaign reached into lounge rooms, car radios, magazines and much more to raise awareness of treating asthma properly. The campaign was a positive step in improving adherence and asthma control in Australia.

Credits

Name Company Position
Deniz Bagdadi GSK Pharmaceutical Marketing Manager Respiratory
Ben Carroll GSK Pharmaceutical Brand Manager
Krystal Lam GSK Pharmaceutical Lead Scientific Adviser
Claire Manning Grey Sydney Group Business Director
Carmen Ho Grey Sydney Account Manager
Kirsten Caly Grey Sydney Producer
Tim Brierly GHG Australia Creative Director
Tim Brierly GHG Australia Creative Director
Linda Richards GHG Australia Medical Director
Andrew Goldie Andrew Goldie Photography Photographer
Al Morrow Jungle Boys Director
Jungle Boys Jungle Boys Post Production
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