Cannes Lions
McCANN WORLDGROUP SOUTH AFRICA, Johannesburg / ASTRAZENECA / 2015
Overview
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Description
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Execution
Execution Gaining permissions and support from government and police we blocked off a major highway and “breathalysed” motorists to test for asthma. The results from a lung function test were available immediately and 40% of the initial 2000 people tested were referred to doctors to seek advice and treatment.
Outcome
2000 people were screened for asthma in just two hours. 800 of them tested positive for asthma and were referred to doctors for treatment.
As the campaign continues, upwards of 9 million people in Kenya alone stand to benefit from early diagnosis for asthma.
Not only did we create awareness, we also created a movement – one that is spreading across the continent. Our initial and on-going successes in Kenya convinced Nigeria to run a similar event – Angola, Ghana and Mauritius have now also committed to the program.
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