The Ask: Teva asked us to create an unbranded, multi-channel campaign to target HCPs who treat asthma and COPD, and pharmacists who dispense inhalers for these conditions, and that would also allow for later expansion to the consumer audience.
The Idea: The Inhaler Tales Campaign reinforced the need for HCPs to fully assess their patients’ inhaler use. At the center of the campaign is an animated inhaler who articulates truths about the patients’ conditions and inhaler usage that patients themselves may be unaware of or reluctant to share with their HCPs. By having the inhaler address asthma and COPD patients’ struggles, the campaign reveals what these patients may be keeping to themselves because they’re unaware or don’t think they have a choice.
My Role: I wrote the script for the Inhaler Tales video, worked closely with the animation company to align the animation and script, and was part of the recording process with the voice of the inhaler, Sarah Michelle Gellar. I also wrote the copy for the Inhaler Tales microsite.
