Overview
HPP developed a global policy narrative on CRDs, providing clear recommendations to governments to address barriers in care. We built key messages into a strategic communications campaign to ensure CRDs were firmly on the global health agenda before the landmark 2025 World Health Assembly resolution on lung health, and beyond.
Senior Director, global corporate affairs, life sciences company
The challenge
CRDs impede the lives of over 454 million people worldwide. They are the third leading cause of global mortality, resulting in 4 million deaths every year; yet they have garnered limited public attention.
In 2025, the World Health Assembly launched the first resolution calling for an integrated approach to lung health – presenting an opportunity for a consensus-driven, multidisciplinary call to action to highlight specific needs related to CRDs.
Our client’s global corporate affairs team approached HPP seeking a unifying, evidence-based narrative to raise the profile of CRDs globally. They also wished to equip their national teams with consistent, persuasive messages to engage policymakers about CRDs as a whole, rather than taking a disease-specific approach.
What we achieved
- Working closely with a multidisciplinary group of international experts, we developed a global policy narrative to make the case for greater investment in addressing CRDs and provide countries with a blueprint to build national respiratory strategies.
- To maximise reach and influence, we created a sustained social media campaign with posts and long-form articles from our client’s senior leadership, HPP and expert partners, keeping CRDs in the spotlight ahead of the World Health Assembly.
- We published a peer-reviewed publication in Advances in Therapy.
- We supported our client’s team by facilitating an expert roundtable in Asia that brought together respiratory specialists from six countries and developed a regional infographic, launched on World Asthma Day.
- We created a toolkit to equip our client’s national affiliates and steering committee members with consistent, evidence-based messages on CRDs.
Project information
These projects were initiated and funded by AstraZeneca. Please see the project page for more information.
Get in touch
If you want to find out more about our work on chronic respiratory diseases, contact Aislinn Santoni, Senior Researcher.
