Healthcare professionals who feel jaded at the prospect of treating their COPD patients who—they believe—brought their disease on themselves by smoking. They are pessimistic about their patients’ chances and skeptical of their ability to actually make a difference.

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In order to jolt doctors out of their complacency, we wanted to show them something they have never seen before: the effects of years of smoking and millions of puffs, all in one image. We used real smoke and real ash to show the grim reality of COPD and the struggles of the COPD patient. Everything was captured live, in camera, with zero CGI.

The depiction is dark, but the tone is hopeful. No matter how they got COPD, they can be helped—because every patient deserves to breathe.

It is said that smoking kills. But before it does, it causes misery, depression, and sickness for the millions of people suffering with chronic bronchitis and emphysema, also known as COPD. Even worse? People often feel defeated, and doctors find it frustrating to help patients who don’t (or won’t) help themselves.

While smoking is the primary cause of COPD, you’d never know it from the way it’s marketed. COPD promotion is filled with blue skies and smiling people. We decided to try something different.

By shining a light on the hidden story of COPD, our campaign embraced the cause instead of glossing it over. Captured completely in camera, using actual ash and smoke, with zero CGI.

Our mission: prove that people with COPD deserve to breathe, cigarettes or not. This authentic, unique depiction of the real burden of COPD gave physicians true empathy for their patients.