Through this project we aimed to engage more deeply with the following key audiences:

• C-Suite and Opinion Leaders

• General Public

• Media

• Healthcare practitioners/workers

Imagine trying to sing when every breath is a battle. This is the story of 18 strangers with one thing in common: breathing is a struggle. Led by world-renowned choirmaster Gareth Malone, they bravely come together to overcome their difficulties, conquer their fears and become the Breathless Choir. With the support of the Philips SimplyGo Mini oxygen concentrator, the singers do what they never thought possible- perform Every Breath You Take on stage at the Apollo theater in New York City. Their inspiring and emotional journey demonstrates Philips’ belief that through innovation, there’s always a way to make life better.

UK/Europe: you cannot advertise prescription products at all. In the US, you must list all the possible side effects and be realistic about the benefits. In the US, UK and Europe you can advertise prescription products to doctors, but must be clear about the risk and benefits.

Lung diseases account for 7% of deaths worldwide. The global cost of COPD (Chronic Obstructive Pulmonary Disease) will rise from $2.1 trillion in 2010 to $4.8 trillion by 2030, when it will become the third-leading cause of death worldwide. Philips believes there is always a way to make life better, and it was this kind of thinking that led Philips to develop the SimplyGo Mini, a portable oxygen concentrator that empowers patients who struggle with respiratory conditions to continue living full, active lives.

Gareth Malone is a well-known choirmaster in the UK and beyond with a reputation for helping unlikely people learn to sign. In Breathless Choir he faces his toughest challenge: teaching people with breathing difficulties. For this project he created a custom arrangement of the Police’s Every Breath You Take designed specifically for people with breathing difficulties.