The public awareness campaign The Sound of COPD has won a SAN Award in the category Corporate, Employer Branding & Internal Communication. This recognition marks an important milestone in a journey during which the campaign received several nominations and awards earlier this year.
Previously, The Sound of COPD was awarded an Esprix and a Bronze Lamp at the ADCN Awards. Together, these recognitions underline the impact of the campaign and the relevance of the topic it addresses.
Making COPD visible and audible
COPD is a progressive and serious lung disease that affects an estimated 800,000 people in the Netherlands.
With The Sound of COPD, Chiesi aims to provide a new and meaningful perspective on what it means to live with this condition. The campaign connects COPD to an everyday activity: singing.
Singer Roxeanne Hazes wrote a dedicated song for the campaign, Never Over, which she recorded together with people living with COPD. Using AI technology, several versions of the song were created to reflect different levels of lung function. As a result, listeners can experience how the disease progressively impacts the voice — making the burden of COPD both tangible and emotionally resonant.
Collaboration as the foundation for impact
The campaign was developed in close collaboration with creative partner The Family, healthcare professionals and people living with COPD. Their experiences formed an essential part of the development process.
This collaborative approach reflects how Chiesi aims to work as an organization: not only expressing its values, but actively bringing them to life. The Sound of COPD is rooted in the belief that listening to patients and their experiences is key to creating meaningful impact.
From recognition to validation
While the initial nominations already highlighted the relevance of the campaign’s purpose, the awards confirm that its message truly resonates.
The SAN Award recognizes particularly campaigns that demonstrate who an organization is and how it brings its values to life. For Chiesi, this recognition reflects the strength of collaboration, shared commitment and societal impact.
Building on this momentum
With this series of nominations and awards, the campaign has reached an important milestone. At the same time, it provides a strong foundation to continue building awareness, understanding and recognition of COPD — and to support people living with the disease.
👉 Discover the campaign: https://www.ditiscopd.nl/
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