As­traZeneca changes up asth­ma cam­paign, moves to high­light con­trol for hard-to-con­trol sub­type

As­traZeneca is sun­set­ting Fasen­ra’s qui­et, na­ture-sounds com­mer­cials for new work that aligns its pa­tient and health­care provider au­di­ences for the first time.

The new­ly de­buted “Move For­ward with Fasen­ra” cam­paign main­tains a qui­et tone and sim­i­lar out­doorsy look, but evolves the theme to fo­cus on asth­ma con­trol. Pa­tients with se­vere eosinophilic asth­ma are frus­trat­ed, said Matt Gray, AZ’s ex­ec­u­tive di­rec­tor of mar­ket­ing, Fasen­ra, and that au­di­ence, of­ten women in their 40s and 50s, want more con­trol over their con­di­tion.

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