The ‘Coping Isn’t Controlling’ Campaign was developed to help asthma patients recognize that they may not be well controlled. The challenge was to capture their attention, get them to question their level of asthma control and spark their curiosity to find out by taking the Asthma Control TestTM (ACT) on asthma.com. We created scenarios that were easily relatable to our target, reflective of how they may talk or think about their asthma –and introduced the possibility that perhaps they’re just fooling themselves (but not the people around them).