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Advance for Respiratory Care & Sleep Medicine • January 2017

6 ADVANCE FOR RESPIRATORY CARE & SLEEP MEDICINE COVER STORY COPD affects so many people but still does not have much visibility or understanding.” — John Frank, general manager, Philips Sleep & Respiratory Care JANUARY 2017 simply as side effects of smoking. Some of the most obvious symptoms include coughing, wheezing, shortness of breath and fatigue; without proper education, why would anyone, especially someone who smokes, think twice about those signs?1 “We often don’t think about COPD as a deadly disease,” explained Eli Diacopoulos, business leader of home respiratory care at Philips, “But the reality is that of the six leading causes of death in the U.S. over the past 40 years (1970–2002),4 and despite advances in COPD, death rates have doubled while other causes like stroke and heart disease have decreased by 63% and 52%, respectively. With continued investment in COPD research and innovation like there is for, say, heart disease, we can make a difference in COPD mortality in the next 40 years.” COPD is truly a dangerous disease and now, some major organizations are partnering to bring the term into daily conversation. On World COPD Day 2016, the COPD Foundation and Philips joined Julie Nimoy and David Knight, daughter and son-in-law of the late Leonard Nimoy, best known for his role of Spock in the Star Trek franchise, to announce the launch of the Breathe Boldly (#BreatheBoldly) movement. TAKING TO SOCIAL MEDIA The Breathy Boldly movement seeks to give COPD a place on social media by inviting people to experience one of the symptoms most commonly associated with the disease. To participate in the movement, individuals either photograph or film themselves performing an activity they love while breathing through a straw, then upload it to social media using the hashtags #BreatheBoldly and #COPD. Then, those individuals challenge their friends and family to participate in the challenge by tagging them, involving others in the movement and spreading awareness of COPD.2 “COPD affects so many people, but still does not have much visibility or understanding,” John Frank, general manager of Philips Sleep & Respiratory Care, said in a press release. “Many assume that only long-time smokers are at risk, but that’s not the case. We’re hopeful that Breathe Boldly will not only increase global awareness of the disease, but also help people better identify symptoms of COPD, and gain a better understanding of what it is like to live with this disease that impacts so many people worldwide.”2 Although the campaign was only introduced in November, it has already made its way across social media, even in posts from celebrities such as Ashlee Simpson, Jonathan Cheban and Christina Milian. Additionally, the people behind the Breathe Boldly movement were excited to involve themselves in the campaign — and so they have. “We made it a big deal within the Philips organization,” Diacopoulos said with a laugh. “Employees from executive management all the way to the people who build our products were participating, as were their friends and families.” However, the team that initiated the Breathe Boldly movement knows that a social media campaign alone is unlikely to create the widespread awareness they seek. This year, Remembering Leonard, a film produced by Julie Nimoy and David Knight, will bring a new awareness to COPD. REMEMBERING LEONARD “The idea for producing a film really began after Dad announced on RELATED CONTENT Managing COPD with Inhaler Devices How finding the right device for each patient is crucial treating this irreversible condition.


Advance for Respiratory Care & Sleep Medicine • January 2017
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