It’s not normal, not to manage


For this awareness campaign, we did not rely on data or patient testimonials, but on making patients, physicians and the general population feel the symptoms of the disease first-hand.


Boehringer Ingelheim Spain wanted to create a PR campaign for World COPD (Chronic Obstructive Pulmonary Disease) Day. The main objective was to generate awareness not just about COPD symptoms but also the importance of controlling the disease to preserve the patient’s quality of life in a way that would impact both the medical community and the general public, as well as resonate on social networks.


At APPLE TREE, we wanted COPD patients, the medical community and the general public to understand ways to manage the disease in order to limit the impact on patients’ lives. We created the ‘It’s not normal, not to manage’ campaign to demonstrate the limitations these patients experience in their daily lives.


We chose the well-known Spanish actor Imanol Arias to participate in three spots, which were subsequently published on social networks. This was supported by an ambitious public relations plan. The spots show three daily activities that our ambassador experiences as a COPD patient.


On November 15, World COPD Day, we presented the campaign to the press and distributed the video spots online. We also created a digital kit to engage doctors and medical specialists in the initiative, with a range of materials to help them spread the message on their social networks.

And for Boehringer Ingelheim Spain employees, we reproduced the same experiments that Imanol performed in the spot at the company’s offices.


The videos have been viewed more than 200,000 times on social networks, including YouTube, Facebook and Twitter. The awareness campaign generated more than 440 media mentions and clips, including appearing in TVE’s Saber Vivir program and in ABC’s digital newspaper.

Articles published about the campaign
Audience reached
Spot views
B Corp