KnowCOPD: Theo’s story
At Digitas Health, I helped lead the team that created a comprehensive campaign for a COPD medication from Pfizer. The main insights about reaching target consumers is that people with COPD did not recognize themselves as sick and needing treatment until it was too late to make a big difference, if at all. The idea behind Know COPD stories was to feature individuals suffering form the condition who had not at first understood the severity of it, so that other smokers and former smokers might recognize themselves, and be prompted to consult their physicians for possible treatment. I selected the director and production company, oversaw the real people interviews and selection, and creative directed the shoot and final editorial.