We recruited patients with asthma and COPD to deliver a heartfelt message of thanks to GSK employees. They talked about being different, yet at the same time having something in common – difficulty in breathing – and having the support of GSK Respiratory to help them live as near to normal lives as possible. Their (at times breathless) deliveries were edited together to create one seamless message that allowed GSK employees to see first hand, the difference they were making to the lives of people struggling to breathe with asthma and COPD.

The film itself was created in less than 2 weeks and was launched at the ERS staff briefing meeting in London to over 500 people. Since this meeting it has been provided to all local markets as part of a toolkit and has been used for local internal motivation and inspiration.

The emotional tone of the video resonated strongly with GSK teams as it was shared throughout offices globally making them feel valued and proud of the work they do. Consequently, there was overwhelming support for the new campaign.