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Share your quitting journey

DRIVE4COPD

Thomas3.20.2010
0 1 15

Launched in February 2010, Boehringer Ingelheim Pharmaceuticals' DRIVE4COPD is an ongoing public health initiative aimed at helping people identify symptoms of chronic obstructive pulmonary disease (COPD) and take action.

“Creative, flawless execution, hits all the buttons,” one judge said of the initiative.

The campaign has been very successful. As of May 2011 nearly 1.43 million people had been screened; COPD awareness had increased to 87%; the rate of patients asking doctors about COPD had nearly doubled; unique website visitors topped 245,000; and 5,000 Ambassadors pledged to share a five-question COPD Population Screener.

“This well-known program continues to deliver the results,” said a second judge.

Biosector 2 did extensive target audience research before developing the campaign. The main strategy is to engage consumers online and “where they  live” offline—mostly at sporting and country-music events and state fairs. Partnerships with celebrities and organizations such as the AARC, Country Music Association, and COPD Alliance, have helped drive engagement.

Events included a “Race for the Missing Millions,” in which NASCAR Nationwide Series driver Danica Patrick, actor Jim Belushi, Olympic Gold Medalist Bruce Jenner, country-music star Patty Loveless and former Pro Football great Michael Strahan toured 14 cities along four routes in RVs to spread the message and screen people. More than 45 “PitStop” events were held at NASCAR races, state fairs and other venues.

Other elements have included PSAs, which have garnered 812 million impressions; an employers/managed care rollout; a songwriting competition; a website (with the screener); and Facebook and Twitter outreach. Other results include 294.5 million media impressions (870+ placements); more than 4,000 Facebook likes; nearly 60,000 Twitter followers; and 10,600 YouTube views.

 

Learn about COPD early warning signs and when you go to your next physical, ask your Doctor for a Spirometry Test! Early Diagnosis is critical!

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About the Author
63 years old. 20 year smoker. 11 Years FREE! Diagnosed with COPD. Choosing a Quality LIFE! It is for freedom that Christ has set us free. Stand firm, then, and do not let yourselves be burdened again by a yoke of slavery. -Galatians 5:1