COPD is a lung disease often linked to smoking, and shame keeps many people quiet until it is too late. So we gave doctors a look into where honesty lives, where people talk without fear or filter. A family chat.

We built a WhatsApp-style microsite from the ground up to tell an undiagnosed COPD patient’s story. Working with graphic novelists, we created emojis, selfies, and voice notes that show doctors the hidden impact of the disease on both patients and their families.

Told message by message over a number of weeks, like a real family chat, the format encouraged repeat visits to the site. It also allowed us to introduce ANORO in a natural way, creating a believable recovery arc.

This campaign is still being localised across eight countries and has yet to go live, so check back soon for results 🤞

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