AstraZeneca: Neb adventures

Pharmaceutical company, AstraZeneca, combated low child asthma treatment completion rates with a child-centred approach in UAE.

Campaign details

Brand: AstraZenecaBrand owner: AstraZenecaEntrant company: FP7 McCann, Dubai, McCann Health, DubaiMarket: United Arab EmiratesSector: DTC, prescription productsMedia channels: Content marketing, Events & experiential, Gaming & in-game advertising, Mobile & appsBudget: Up to 500k

Executive summary

Weather conditions in the United Arab Emirates (UAE) trigger asthma. While most adults are given medication to deal with such ailments, children often need emergency nebulisation treatments that are distressing experiences for those who, owing to pain perception, experience fear and discomfort. Masks coming off, as kids struggle to get through...

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