I was fortunate to work with Boehringer Ingelheim to help launch a major COPD initiative. With Chronic Obstructive Pulmonary Disease affecting millions of Americans we worked on a strategy that would have us develop a program geared to heightening the awareness of this condition and seek to have over 1 million people take the first step of getting screened. We did this by creating getting on the help of a few iconic individuals. Our partners included Billy Ray Cyrus, Michael Strahand, Danica Patrick, Jim Belushi, Patty Loveless and NASCAR. We built our core strategy around a program called The Great American Screen Off. A program that had various components including a 40 state tour where our individuals could be screened as well as appearances/screenings at various NASCAR races throughout the year.
I worked on various branding elements for the program as well as marketing materials to support the lifecycle of the initiative.