Chronic obstructive pulmonary disease (COPD), a lung ailment that impacts 3.5 million people in France, could become the 3rd cause of death worldwide by 2030.

Smoking represents the single greatest cause of the illness (90% of cases), which manifests itself by worsening symptoms called exacerbations. COPD patients are often so weakened by their illness, and so fearful of the next episode, that they will tend to progressively give up a great number of basic activities and renounce the simple pleasures of life.

By showcasing COPD patients who continue to engage in their favorite activities, the campaign aimed to encourage people impacted by the disease to pursue their passions, and regain control over the illness and its exacerbations.

This message of hope from Novartis was designed to instill COPD patients with the confidence needed to manage the disease and continue living a full life. It’s this message of optimism, this promise of living without fear of an upcoming episode, which was at the heart of the “life goes on” campaign. Several tools were developed as part of the campaign, including a dedicated website and a Facebook page, allowing patients to stay informed, foster dialogue around the illness, share their own experiences and prepare themselves for their next doctor’s visit. Finally, a range of information materials were produced and disseminated to healthcare professionals.