Asthma is advancing relentlessly across the African continent. Today, 70% of African asthma and COPD sufferers are undiagnosed and the WHO forecasts a 20% increase in respiratory related deaths in the next 10 years.

AstraZeneca asked us to create awareness and encourage early screening. Early screening allows for treatment – preventing deterioration of the condition, easing the burden on government budgets and saving lives.

We created an integrated campaign that touched people and created a movement across the African continent.

Using multiple channels we built momentum to encourage screening and to motivate the participation of governments and health institutions.

The movement is spreading, with on-going success in Kenya then Nigeria. Angola, Ghana and Mauritius are set to follow.

There are moments in life that simply take your breath away.

And this original and unique film shows exactly that.

A once in a lifetime moment captured – a moment that reminded people of the magic and preciousness of life, and why we should always strive to make every breath count.

The film features an incredible encounter with a band of mountain gorillas. A “breathless moment” that engaged the viewers and reminded them in a lateral way of the importance of healthy respiratory function. It was intended to reflect the sheer magic and preciousness of life. We tied this thought back to our respiratory brand by setting up the story with the message “There are moments in life that simply take your breath away” and closing with “Make every breath count”. It’s a way of saying, “make sure you live life to the full” and early treatment for asthma will ensure that you can do just that.

The results are ongoing but of every thousand newly screened people, 40% currently are testing positive for asthma or COPD. Corporately inside AstraZeneca the film has had unprecedented global attention causing new discussion and revitalised awareness on respiratory issues because of its emotional and unique approach, resulting in a new brief and campaign extension not just for second phase in Africa but for the corporation globally.