ow 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. AstraZenca’s drive to tackle asthma in Africa needed to motivate governments and doctors and motivate senior management and staff within the company itself in order to build momentum.

With 70% of African asthma and COPD sufferers undiagnosed and the WHO forecasting a 20% increase in respiratory related deaths, AstraZeneca asked us to create awareness and encourage screening to help save those lives.

There are moments in life that simply take your breath away.

And this original and unique film shows exactly that.

A once in a lifetime moment captured – a moment that reminded people of the magic and preciousness of life, and why we should always strive to make every breath count.

The film features an incredible encounter with a band of mountain gorillas. A “breathless moment” that engaged the viewers and reminded them in a lateral way of the importance of healthy respiratory function.

The campaign has successfully stimulated conversation and heightened awareness. The film was also used extensively to motivate managers and staff globally.