Asthma can be life threatening if not controlled properly; every 10 seconds in the UK, an asthma patient has a potentially life-threatening attack.
We realised that HCPs prescribe asthma treatments by class or type of drug and that this does not always mean a patient receives the right brand for their condition.
We know that doctors don’t want to be told how to do their job and that they are consumers too; so we decided to use an everyday situation outside of pharma to gently chide doctors into thinking before they treat in asthma.
Bad Barista was developed to raise awareness of the importance of treating the individual patient and prescribing the right brand for that patient to ensure the right outcomes.
The film had enormous cut through and was recognised with two Lions at Cannes.