We are turning art into a vehicle for raising awareness to highlight the reality faced by patients with severe asthma. Based on an idea from Edelman for the AstraZeneca Foundation, we developed the visual identity, storytelling, microsite, audiovisual content, and media plan for a campaign capable of transforming five testimonials into an emotional, informative, and socially relevant experience.

Breathing You In was a campaign developed for the AstraZeneca Foundation to mark World Asthma Day, based on an idea driven by Edelman, the agency responsible for the global coordination of the project. The challenge was to address a complex reality: how to convey the physical, emotional, and everyday impact of severe asthma to society from a perspective capable of generating empathy, attention, and understanding. To achieve this, the campaign began with a powerful insight: using art as a language to express what is often difficult to explain in words.

At MIG Prisma, we've been working on the visual, narrative, and digital construction of the campaign, developing all the graphic imagery, storytelling, microsite production, audiovisual content, and the media plan. The objective was to create a communication ecosystem capable of amplifying the message, organising the stories, and providing the campaign with its own distinct, sensitive, and recognisable identity. The creative idea was structured around collaboration with creators from different disciplines, who interpreted through their work how people with severe asthma live, feel, and face their day-to-day lives. Each piece allowed a personal experience to be transformed into a visual and emotional narrative, bringing to the public a disease that isn’t always perceived in its full dimension.

The campaign integrated sponsored content, public relations, audiovisual production, and digital activation around five human stories, designed to generate awareness, sensitivity, and social conversation. Beyond an action linked to an anniversary, Respirarte demonstrated how creativity can help elevate health campaigns from outreach to emotional connection, transforming real testimonies into content capable of informing, moving, and mobilising public attention.