The incidence of asthma and COPD is relentlessly increasing across the African continent. 70% of sufferers remain undiagnosed and the WHO forecasts a 20% increase in respiratory related deaths in the next ten years.

AstraZeneca asked us to help create awareness and encourage early screening. Early screening allows for treatment – preventing deterioration of the condition, easing the burden on government budgets and saving lives.

So we blocked off a multi-lane highway in Kenya and “breathalysed” motorists, using a lung function meter to test for asthma instead of alcohol.

In just two hours we tested two thousand people. Eight hundred of them tested positively for asthma and were referred to their doctors for treatment.

Not only did we create awareness, we also created a movement – one that is spreading across the continent. The event was repeated in Nigeria and 4 more countries have already put up their hands to be next.

Our goal was to test as many people for asthma as possible in the two hours we had to block off the highway. We needed to get those who tested positive for asthma referred to doctors for treatment. This direct approach obviously created heightened awareness and interest from motorists driving past. At the same time the roadblock was a promo to help focus the attention of government, influencers and doctors on the problem and the need for action.

Gaining permissions and support from government and police, we blocked off a major highway in Kenya and “breathalysed” motorists, using a lung function meter to test for asthma instead of alcohol.

In just two hours we tested two thousand people. The results from the lung function test were available immediately – 40% tested positively for asthma and were referred to their doctors to seek advice and treatment.

2000 people were screened for asthma in just two hours. 800 of them tested positive for asthma and were referred to doctors for treatment.

As the campaign continues, upwards of 9 million people in Kenya alone stand to benefit from early diagnosis for asthma.

Not only did we create awareness, we also created a movement – one that is spreading across the continent. Our initial and on-going successes in Kenya convinced Nigeria to run a similar event – Angola, Ghana and Mauritius have now also committed to the program.

Our strategy was to create awareness and generate talkability around a unique event. An event that at the same time actively began the early screening process – leading to participants seeking advice and treatment from their doctors.

Low awareness of respiratory issues in Africa has led to a situation whereby 70% of asthma and COPD sufferers are undiagnosed. Statistics for sub-Saharan Africa alone conservatively point to upwards of 70 million people currently undiagnosed. The burden of treating severe cases will be high and probably unsustainable for African governments. The opportunity was and is, to stimulate early screening so that treatment can help prevent deterioration of the condition – and save lives.