Glaxo Smith Kline Australia needed to get a serious health message to young males aged 20-30 with asthma, who would rather just ignore the fact that the disease controls their lives.We decided to use humour and games to appeal to this cynical audience in a branded entertainment website called Battle for the Bronchs.The site features a 4-part interactive video comic about two tribes battling for control of a city in a pair of lungs, unusual breath-controlled games, and an interactive map where players can 'take control' of their own part of the Bronchs.