COPD: Follow The Thread

Multi award-winning awareness campaign about the complex nature of COPD, using the concept of tangled woollen threads.

The key visuals featured painstakingly rendered woollen lungs and a coughing woollen man.

Our ERS congress booth for the campaign launch included a thread-themed 360-degree LED pillar, a Mode of Disease film set inside the fibres of the woollen lungs (shown here), and the patient and caregiver experience was represented using thread portraits woven from 5 kilometres of wool.

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AWARDS

MM+M Awards 2025: Global Campaign – GOLD

PM Society Awards 2025:

Best Creative Medical Education Campaign – GOLD

Meetings, Events & Exhibitions – SILVER

Design Craft – SILVER

Disease and/or Health Awareness: HCPs – BRONZE

Creative Floor Awards 2025: Exhibitions / Stand Panels – WINNER

PMi Awards 2025:

Innovation in Marketing & Communications – SILVER

Congress, Meetings & Events – BRONZE