GlaxoSmithKline: Breath of life – Tradition, technology, and art put together to make a life-saving piece of tech

Chronic Obstructive Pulmonary disease is a serious health concern that is largely ignored as people consider it just shortness of breath. 100 Million people get diagnosed with COPD in China every year. While the number of people getting diagnosed is already very high, the real numbers are still huge and undiscovered. GlaxoSmithKline, along with McCann health and Wechat, has discovered a high-tech, cultural, and effective way of diagnosing people. The breath of life is a program set to function with the largely popular Chinese messaging app, WeChat. The user is supposed to blow air into the mobile phone’s microphones, which will result in the formation of the traditional Chinese blow painting on the screen of the mobile phone. If the painting is 70% and more than 70% complete, then there is a greater chance that one is free from the disease. If not, one is advised to get tested.

The first week of the campaign launch got a whopping 10000 click-throughs, and the numbers are only supposed to increase. The breath of life campaign also received the Grand Prix award at the Cannes ad festival.

The campaign has beautifully been able to establish a great symphony with technology, culture, and science. The Chinese pay huge respect to their traditions and culture, and this is one great way to display the beautiful form of art with great and helpful functionality.

Credits
Brand: GlaxoSmithKline
Campaign: Breath of life
Advertising Agency: McCann Health