Chronic obstructive pulmonary disease (COPD) is a heavy diagnosis. Many depictions of living with COPD often gloss over and don’t accurately capture the grim reality for people living with COPD: repeated hospital visits, being tethered to oxygen supply, severely limited mobility, and loss of time spent with friends and ones. We recognized this and took a sober, grittier, and more thoughtful approach that aimed to show both the realities of the condition as well as the beauty that’s still to be had in a full breath of air with once-daily TRELEGY. Through a series of similar concepts depicting real challenges faced by those suffering from COPD, the “Breathing is Beautiful” campaign aims to address the gap by harnessing the core concept of “the beauty of imperfection”.

As a result of the campaign, TRELEGY has maintained an unaided brand awareness level of approximately 80%, and the likelihood of consulting a doctor about TRELEGY has increased above its previously held 50% score in 2024, according to data cited by GSK.