The South African pharmaceutical regulations prohibit any direct marketing/communication to consumers with regards to product in the Rx space. Any communication to consumers can only be around corporate branding.

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Goal 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. Ambient was the only way to make this kind of an impact – from the placards and banners along the highway, to actually stopping and ‘breathalysing” the motorists themselves, it is only by going through the experience themselves that people will accept the need to change.

Execution Gaining permissions and support from government and police we blocked off a major highway and “breathalysed” motorists to test for asthma. The results from a lung function test were available immediately and 40% of the initial 2000 people tested were referred to doctors to seek advice and treatment.

Results 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.

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

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Summary

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 tester to test for asthma instead of alcohol.

In just two hours we tested two thousand people. 800 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.