Healthcare Marketing Impact Awards - 2024

Campaign: Breathing Is Beautiful, "Diner Meetup"
Agency/Firm: Digitas Health
Client: GSK (Trelegy)

"Diner Meetup” points out the contrasts between pre- and post-treatment COPD. A retired firefighter and active smoker reminisces over old, joyful photos that contrast his gray surroundings. As the man struggles with fits of coughing, a narrator wonders “if this is as good as it gets.”

But with medication, triggers such as a motorcycle leaving behind a trail of exhaust have little effect, and the man is able to laugh rather than cough at a reunion with other retired first responders.

The broader “Breathing is Beautiful” campaign from Digitas Health features similar depictions of the challenges faced by those suffering from COPD, with the core concept of showing the “beauty of imperfection,” per GSK’s submission.

As a result of the campaign, Trelegy has maintained an unaided brand awareness level of approximately 80%, and the likelihood of consulting a doctor about Trelegy has increased above its previously held 50% score this year, according to data cited by GSK.