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Bronki Boosters

Bronki Boosters | Cipla | VML
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Industry: Pharmaceutical
Media:Promotion & Event
Style: Minimalism
Asthma affects about 8% of children. That’s over one hundred and forty-five million kids, worldwide. It’s these early years when most asthma-related fatalities happen. Kids are more sensitive to dust and pollution than adults and haven’t learnt to self-medicate or to use their inhalers correctly without assistance. When kids reach between 4 and 8, their risk increases as they leave the safety of their primary caregiver and head off on their own to school. We knew that if we could get kids to become familiar with their asthma pumps, and learn how to use them correctly from as young an age as possible, we could decrease the number of serious asthma attacks and potentially save lives.
The campaign landed just before World Asthma Day on the 1st of May 2018. Over the next few months, through focus groups and PR we hope to garner enough interest to reach sufficient economies of scale to launch globally. Taking the project to Cannes Lions is part of this process. The investment to date sits at $75000.
The Fire/Air inhalers are designed as casings that cover existing CIPLA asthma inhalers, and were made to look exactly like those in the accompanying content. The main body of the attachment and mouthpiece lid are made of ABS, chosen for its impact resistance and opaque finish. The ‘fire’/‘air’ components surrounding the main body are made of transparent polycarbonate necessary for the LED glow. Housed within the base is a battery-powered LED, controlled by a sourced, push-button. All external components of the inhaler casings are injection moulded in two separate parts to simplify mould manufacture and final assembly, and minimise cost. It is used in the same manner as an existing inhaler, allowing users to easily adapt to the new design. The canister is pushed downwards by the fore and middle finger, which leaves the thumb to be comfortably positioned on the bottom of the main body to activate the LED.
We created a kids’ content series called the Bronki Boosters. It consists of a cartoon show, comic book series, instructional video platform and product line that places asthma inhalers at the centre of the story. The story mirrors the struggles that ordinary children with asthma face every day. It follows our characters, Iggy and Wisp, in an intergalactic battle for air against the evil Skyron and his nasty Constrictors. Armed with magical inhalers called Bronki Boosters, they perform the same ritual that young kids with asthma struggle to remember every day. Fully functioning Bronki Booster asthma inhalers will be available in-store to create a completely immersive experience for the kids. Working with the content educate, Bronki Boosters aim to educate while it entertains. Teaching young kids about the correct use of their inhalers, reducing the risk of serious attacks and hopefully saving lives.
The Medicines and Related Substances Control Act, Act 101 of 1965 makes all medicines in South Africa liable for registration by the Medicines Control Council and contains specific provisions relating to advertising. No person shall advertise any medicine or scheduled substance for sale unless such advertisement complies with prescribed requirements.

Our primary target audience was kids who are affected by asthma, aged between 5–13, and we wanted to speak to them in a way they would understand and enjoy, in order to educate and change negative perceptions. The secondary audience was parents, teachers and caregivers of children with asthma.
Production Company:
Cannes Lions International Festival of Creativity 2018
Shortlist Pharma
Regulated: Direct to Patient
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