Chronic Obstructive Pulmonary Disease (COPD) affects approximately 100 million individuals in China, yet less than 7% are properly diagnosed. To address this, GSK collaborated with McCann Health Shanghai to develop the “Breath of Life” campaign, integrating a self-screening tool within WeChat, China’s leading social platform. Users exhale into their smartphone’s microphone, and the app visualizes their breath as a traditional Chinese blow painting.
If the digital painting is less than 70% complete, it suggests potential COPD risk, prompting users to seek medical advice. This innovative approach not only raises awareness but also respects cultural aesthetics, making health screening accessible and engaging. The campaign’s impact was recognized globally, earning GSK the prestigious Grand Prix in Pharma at the Cannes Lions Health Festival, marking the first time in three years that this top honor was awarded in the pharma category.
