Break the Cycle DSE Campaign

There are 1.3 million people living in the US with severe uncontrolled asthma, but many of them don’t recognize their asthma as being uncontrolled. Patients rely on rescue inhalers, changing medications, and adjusting their plans in order to avoid asthma triggers. They are resigned to living their life around severe asthma and normalize their behavior, not understanding there may be more that could be done to achieve better asthma control.

To reach and educate the patient population on what it means for severe asthma to be uncontrolled, Amgen and AstraZeneca created Break the Cycle, an omnichannel disease education campaign. Launched in September 2021, Break the Cycle serves to help patients identify their severe asthma as being uncontrolled, learn about the value of seeing an asthma specialist, and be empowered with resources for a conversation about improving their level of asthma control.

With the goal of reaching and activating the severe asthma patient audience, this disease education campaign would need to be distinct from others in the asthma space. It needed to be relatable to target audiences to help them understand the severity of their asthma and know they are not alone.