Open Up

 

COPD is often viewed as a self-inflicted disease by patients where feelings of shame, guilt and fear can manifest. In turn, these feelings can prevent them from having regular and effective conversations with their doctors. We needed to transform regret over decisions made in the past into pride in decisions made for the future.

 

The Open Up campaign does just that. The idea was simple: we ask people with breathing difficulties what reasons do they care about enough to open up about their problems?  But instead of just listing reasons out, we told the story from the perspective of those reasons. How does their dog feel that they can’t go on walks anymore? Why is their granddaughter missing see them so often?

 

By creating and embodying these unique tone of voices, we are able to show people with breathing difficulties the effect their silence has on multiple aspects of their lives and why talking about it matters. Because when you open to your doctor about your COPD, you are not only doing it for yourself but for all the people and things that you live for.