In AstraZeneca's latest campaign, wild eosinophils called Phils personify the acting up often seen in uncontrolled asthma

As­traZeneca de­buts an­noy­ing pur­ple ‘Phil’ crea­tures, per­son­i­fied asth­ma eosinophils ‘be­hav­ing bad­ly’

There are some odd-look­ing pur­ple crea­tures lurk­ing around the halls of As­traZeneca late­ly. The “Phil” char­ac­ter cutouts are pur­ple, per­son­i­fied eosinophils with big bug­gy eyes and wide mouths, and they’re a part of AZ’s newest aware­ness ef­fort to help peo­ple un­der­stand eosinophilic asth­ma.

The “Asth­ma Be­hav­ing Bad­ly” char­ac­ters aren’t on­ly on the walls at AZ to show the new cam­paign to em­ploy­ees, how­ev­er. The “Phils” are al­so show­ing up on­line on the cam­paign web­site, and in dig­i­tal and so­cial ads and posts on Face­book and In­sta­gram.

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