Cannes Lions

The CO2 Inhaler

McCANN HEALTH , New York / ASTRAZENECA / 2021

Awards:

1 Shortlisted Cannes Lions

Overview

Entries

Credits

Overview

Background

Air pollution kills 7 million people every year. 26% of these deaths are due to respiratory conditions made worse by the pollution. In Brazil, air pollution kills 50,000 people annually.

But what if pollution could help patients with asthma or COPD breathe better?

We partnered with Astrazeneca to convert air pollution into biodegradable plastic - to create the first inhaler made from carbon dioxide. Not only does the medication help patients breathe better, but so does the device itself. It’s Astrazenenca’s first big step in achieving their mission to become carbon negative by 2030.

The CO2 Inhaler has been launched as a pilot program. Patients and health care professionals value its story because of its bigger purpose. Because it tackles two issues at once - the health of patients, and the health of the environment.

Astrazeneca is currently developing plans to scale the CO2 inhaler in markets across the globe.

Idea

We partnered with Astrazeneca to convert air pollution into biodegradable plastic - in order to create the first inhaler made from carbon dioxide. Not only does the medication help patients breathe better, but so the device itself. It’s the first time carbon dioxide is helping patients breathe better, and the first time the CO2 plastic polymer has been used in the health space. Plus, it’s Astrazenenca’s first big step in achieving their mission to become carbon negative by 2030.

The CO2 Inhaler has been launched as a pilot program. Patients and health care professionals value its story because of its bigger purpose. Because it tackles two issues at once - the health of patients, and the health of the environment.

Astrazeneca is currently developing plans to scale the CO2 inhaler in markets across the globe.

Strategy

Air pollution kills 7 million people every year. 26% of these deaths are due to respiratory conditions made worse by the pollution.

But what if pollution could help patients with asthma or COPD breathe better?

We targeted health care professionals who want to help set a future precedent by tackling two issues at once - the health of their patients, and the health of the environment.

Additionally, we targeted patients with respiratory conditions who value the story behind the CO2 Inhaler. Because they want to stand for something bigger than just improving their health - they want to improve the health of the planet as well.

Ultimately, the CO2 Inhaler is creating awareness for Astrazenca's global mission - Ambition Carbon Zero -their commitment to become carbon negative by 2030.

Execution

We enlisted a Cornell University chemistry professor who has extensively researched and developed a way to convert carbon dioxide into biodegradable plastic. He has proven and perfected the process over the course of 25 years of research at the university.

In addition to the Cornell professor, we worked with an innovation specialist / industrial designer in order to create a simple, sleek, black and white modern design for the inhaler that aesthetically represents the conversion of air pollution (CO2) into biodegradable plastic.

The black represents air pollution. The white represents the ‘clean air’ inhaled.

The CO2 Inhaler was launched as a pilot program in Brazil. Astrazeneca is currently developing plans to scale it out globally.

----

July 2020: Design exploratory.

August - September 2020: Polymer testing, first prototype production run.

October - December 2020: Refining, testing the prototype.

January - February 2021: Final production.

March 2021: Launch of pilot program.

Outcome

When the CO2 Inhaler pilot program launched, it was incredibly well received by both patients and health care professionals. Because they highly value the story behind the CO2 inhaler since it has given them a greater purpose than just treating respiratory health. Now they can help improve the health of the environment as well.

Astrazeneca is currently developing a larger plan of action to scale the CO2 Inhaler globally, as well as developing longer term plans for the sustainable production and manufacturing of various product lines made from CO2 converted into biodegradable plastic. From medical devices to packaging and beyond.

Our newly launched initiative is helping amplify Astrazenca’s global mission to become carbon negative by 2030.

Similar Campaigns

12 items

Lung Story Short

EDELMAN, New york

Lung Story Short

2023, ASTRAZENECA

(opens in a new tab)