Cannes Lions

Do it properly - Asthma Awareness

GREY SYDNEY, Sydney / GLAXO SMITH-KLINE / 2016

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Overview

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Credits

Overview

Description

It was important to engage the audience as the subject matter is not particularly interesting and we were very limited by what we could say. To raise awareness of the issue, we used humorous analogies and dramatised the 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.

Execution

We used humour to raise awareness of a serious issue.

Images of a guy with a half shaved face, a woman putting clothes in a dishwasher, and a woman running with only one shoe, grabbed the attention of the target audience and drove them to see their GP.

The 360 degree campaign featured on TV, radio, digital platforms and much more.

Outcome

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 ad claimed they definitely needed to discuss their asthma with their doctor – compared to 14.4% for those who were not exposed to the TV ad.

We were hoping that 10% of people with asthma would visit their doctor to discuss their asthma management. Incredibly, 42.2% of those exposed to the TV ad had actually discussed asthma with their doctor in the past 2 months – compared to 21.7

for those who were not exposed to the TV ad.

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