Cipla launches ‘Tuffies’ to promote better respiratory care in children

Team L&M

As we move through the World Asthma Awareness Month, Cipla has launched its general patient & public awareness initiative – ‘Tuffies’ – directing more targeted awareness on improving respiratory care amongst children, especially those living with asthma. Overcoming myths and stigma associated with chronic respiratory diseases like asthma and its treatment, the Tuffies campaign is targeted at engaging children between 5-10 years of age and their caregivers.

A widespread non-communicable disease, asthma is the most common chronic condition among children affecting nearly 7.9 per cent of Indian children, with about 80 per cent of asthmatics experiencing symptoms during the first six years of their life. Insufficient awareness about the disease, misconceptions and perceived myths associated with its cornerstone treatment i.e. inhalation therapy, have resulted in many cases of asthma going undiagnosed and even untreated. All this ultimately results in poor control of asthma, leading to a significantly impacted quality of life that includes frequent hospitalizations and missed school days.

Alarmingly 80% patients experience symptoms of asthma before they turn six
Tuffies aims to inspire kids living with asthma to rise above the condition

The Tuffies Comic Book features – Vicky, an aspiring detective who lives with asthma but does not let it hold him back, along with his sister Mini, best friend Gullu and Vicky’s trusted companion Mr Puffy. These characters will remain central to the Tuffies campaign. The comic book will showcase the Tuffies team as they tackle challenging situations and solve mysteries in their hometown with Mr Puffy providing guidance and motivation through his mantra Breathe in and count to ten, breathe out and let go of doubt. Through their adventures, the campaign aims to spread the message that asthma should not limit a child’s potential, as long as they take the right treatment and adhere to it. While the campaign launches with the comic book, an animated video series is to follow.

Speaking on the launch of the campaign Dr Vikas Gupta, India Rx Head, Cipla Ltd said, “Patients are at the heart of everything we do at Cipla, and this ethos is reflected in the efforts we have made to transform the lives of those living with asthma. With ‘Tuffies’ campaign we aim to inspire children to overcome limitations and help create more open channels of communication for caregivers to make informed decisions in consultation with their child’s physician. This further deepens our efforts to bring about a positive change in people’s perception towards asthma and its treatment.”

Prasad Ajgaonkar, CEO of animation studio iRealities, who along with his team conceptualised the Tuffies campaign characters and storyline said, “We’re happy to have been able to contribute to Cipla’s efforts to promote better respiratory care in the country. Tuffies is a great example of how creative storytelling can be used to effectively reach out and connect to an audience.”