A multi-touch series of direct mail communications designed to educate on asthma and the importance of preventative treatment, generate trial, increase office visits, and motivate compliance (taking the medication exactly as the doctor describes). The Acquisition programme is built around a travel theme to reflect the empowering brand message ('Go!'). The Compliance programme is built around a Custom Sunflower Tin which provides asthma information postcards; a toothbrush is enclosed in a second mailing to remind people to take Advair in the morning and night when they brush their teeth; personal stories from other asthma patients to help inspire and encourage. Each package in both programmes presents a unique delivery method, specific message and a dialogue opportunity.

Remarkable, including a 400% lift in trial and high scores for all measures of compliance. This is one of the first healthcare campaigns to acknowledge and demonstrate that an ongoing dialogue, not simply one or two communications, is required to evolve attitudes from non-user in denial to concerned, compliant user.