During this World Asthma Awareness Month, Cipla launched its general patient and public awareness campaign, “Tuffies,” with the goal of raising more awareness about the need to improve respiratory care for children, particularly those who have asthma. Asthma is the most prevalent chronic childhood illness, affecting almost 7.9% of Indian children. It is a common non-communicable disease and over 80% of people with asthma experience symptoms in the first 6 years of life. Many cases of asthma go undetected and even untreated as a result of a lack of knowledge about the condition, misconceptions, and perceived fallacies related to its cornerstone therapy, inhalation therapy. All of this contributes to poor asthma control, which ultimately has a negative impact on quality of life and can result in repeated hospitalizations and lost school days.

The Tuffies campaign is designed to involve kids between the ages of 5 and 10 as well as those who care for them in dispelling misconceptions and stigma related to chronic respiratory disorders like asthma and their treatment. An animated video series will come after the comic book, which serves as the campaign’s introduction.

The Tuffies Team, a group of sympathetic, youthful, and adventurous characters intended to encourage kids with asthma to not be confined by their disease, were introduced along with the Tuffies Comic Book, which served as the campaign’s official launchpad. Vicky, a wannabe detective with asthma who doesn’t let it stop him, his sister Mini, best buddy Gullu, and Vicky’s dependable sidekick Mr. Puffy are all featured in the comic book. With Mr. Puffy offering advice and inspiration through his catchphrase, “Breathe in and count to ten, breathe out and let go of doubt,” each story from the “Tuffies Team” will show them overcoming obstacles and solving mysteries in their community.

With the Tuffies campaign, Cipla focuses more on the targeted patient population while promoting the idea that asthma shouldn’t prevent any youngster from reaching their full potential.

For more, please visit http://www.cipla.com

Priyanka Dutta