/ case study

take a breath with hope ​

ClientBoehringer Ingelheim

Creativity, Events, Media Relations, PR Services, Social Media

take a breath with hope ​
Client Boehringer Ingelheim OfficeAction Bulgaria Expertise

Creativity, Events, Media Relations, PR Services, Social Media

Industry Healthcare Related Links https://www.boehringer-ingelheim.com/

the challenge

In 2022, Boehringer Ingelheim celebrated 100 years in the field of respiratory care. The company aimed to mark the occasion and and promote the additional indication of a medication for the treatment of systemic sclerosis-associated interstitial lung disease, in Bulgaria. The main objective was to raise awareness of the ILDs, as well as the associated symptoms and risk factors while also educating the public about high-risk groups that are most likely to be affected by the disease.​

our approach

Action Bulgaria created a disease awareness campaign consisting of two phases:​

Phase1, for medical specialists: As part of the initiatives, a National Interdisciplinary Meeting was organised under the theme of “100 Years in Respiratory with Boehringer Ingelheim”. The event gathered experts from the field of pulmonology, rheumatology and imaging diagnostics from all over the country to discuss the challenges in their clinical practices. In addition, the meeting was also attended by media representatives.​

Phase 2, for general audiences: The “Take a breath with hope” campaign aimed to raise awareness of pulmonary fibrosis (PF) with a firm focus on highlighting the importance of early diagnosis and regular consultations with a doctor. The key message revolved around the progressive nature of Idiopathic Pulmonary Fibrosis (IPF) and how an early diagnosis can help slow the progression. ​

Our team chose an unconventional way to explain the progression of the disease to the general audience in the form of an art installation of an ice lung sculpture. Installed in the centre of Sofia, the sculpture slowly melted away in just 24 hours, showing figuratively what a progressive disease means and how the condition worsens over time. Action Bulgaria also organised a media event to mark the start of the campaign and partnered with  the Bulgarian Respiratory Society (BRS).

An educational sign was placed near the ice sculpture, and medical students handed out information leaflets on the spot. Additional information was also available on billboards and as well as across the capital’s subway network. Moreover, both the Facebook page of Boehringer Ingelheim as well as BRS shared regular posts related to the initiative. Action Bulgaria also developed a radio spot and an engaging video to promote the campaign and to remind people of the importance of putting their health first and taking an initiative by consulting their doctor.


  • Over 10k leaflets distributed
  • 43 pieces of coverage, including TV and radio
  • 150+ locations with outside advertisement

let’s work together