This campaign raises awareness of the dangers of chronic obstructive pulmonary disease (COPD) flare-ups and encourages people to act when symptoms worsen.

At its centre are two talking lungs that reflect a patient’s inner dialogue during a flare-up. One downplays the symptoms — “We’ve had worse” — while the other urges action: “This is serious — call our doctor.” The contrast captures the hesitation many patients feel about seeking help.

The campaign is supported by infographics, a consultation guide, a dedicated website, and short films. By approaching a serious issue with a light touch, it helps patients feel understood and encourages them to speak up rather than stay silent.