The idea was to show that “it’s not normal not to be able to something”. For this, a real experiment was conducted with the well-known Spanish actor, Imanol Arias, as the brand ambassador for our campaign. Three short video clips were created to be posted on social media and the campaign was supported by an ambitious PR plan.

The video clips show three everyday activities (such as shopping or getting up to answer the phone) that Imanol experiences as a COPD patient by strapping weights to his arms and legs and wearing a breathing mask that restricts oxygen.

- Recording of 3 spots in which Imanol was able to experience what COPD patients suffer when performing simple tasks.

- Recording of 1 interview with Imanol. Exhausted and surprised, he explained how he felt during each experiment. He showed his more personal side, and the key messages were conveyed in a close and honest way.

- For the press, on World COPD Day a presentation was organised with Imanol, a COPD expert and a patient.

- To involve doctors and specialists, a digital kit with materials to spread the message in their RRSS was created.

- For BIE employees, the experiments done with Imanol were reproduced in the company's offices.

- For the general public, the videos on social networks were published and together with a targeted advertising campaign.

The campaign generated 440+ clippings, reaching more than 11 million people.

As for the engagement of the digital campaign, the videos were viewed more than 200,000 times and achieved nearly 2,000 interactions (including likes, comments and shares/retweets).