Breathefree is a public service initiative from Cipla, for patients with chronic airway diseases. It was commenced on occasion of 75 years of Cipla. Breathefree, today, is a comprehensive patient support system for respiratory care. With the help of its network of Breathefree clinics, chemists and counseling centers, Breathefree has created a community of people who have successfully conquered their breathing difficulties and a support system for those looking for ways to live a completely healthy life.
India is a country of over 38 million asthmatics with only 10% who use inhalers! There is a lack of education on the subject. Inhalers have often been perceived as embarrassing and people avoid conversations around them.
The notion that an asthmatic is not capable of leading a healthy, happy life was what made Cipla and Schbang conceptualize the #BerokZindagi campaign.
The #BerokZindagi campaign wasn’t just for a select group of people. This was a revolution waiting to hit every person in the country, and just one platform or just one phase wasn’t enough to cut it. We took to a holistic approach and divided the campaign into multiple phases and tapped into every touch-point like the website, social media, search engine optimization, paid media banners, influencer outreach program, offline activities, associations with mommy groups, content partners and even Cipla’s medical experts, etc.