Tommy Bracco takes the stage for Dupixent asthma treatment


NEW YORK: Tommy Bracco has managed to have a successful career on Broadway and on reality TV despite his severe asthma.

That’s partly because of Dupixent, a drug that helps people with moderate to severe asthma from manufacturers Sanofi and Regeneron.

The drug companies have teamed up with Bracco, who starred on Broadway’s “Newsies” and the reality show “Big Brother,” for the companies’ JoinLungZone campaign.

“We just found out that Tommy was so keen to share his story from the very beginning [and] had such a relevant story about the accommodations and things you need to do on a daily basis because of your asthma,” said Eric Krapf, respiratory marketing manager at Regeneron.

The JoinLungZone campaign launched in 2020 to reach patients with moderate to severe uncontrolled asthma and inspire them to become more proactive in discussing symptoms with a doctor, said Timothy Cope, head of respiratory marketing at Sanofi.

The brand has partnered with influencers like mind coach and meditation instructor Kelley Green and personal trainer Gunnar Peterson.

The new campaign video, which went live last month, is set in a theater, where Bracco takes the stage. The set includes a depiction of Bracco’s childhood bedroom and an emergency room.

“I never knew if the neighbour’s freshly mowed lawn would turn into an asthma attack,” Bracco recalled in the video. “Growing up, I was not allowed to have sleepovers with friends. My mother was very nervous about me having an asthma attack while I was away from her.

Bracco describes being hospitalized due to asthma and his subsequent success in the theater. He also talks about how he would hide an inhaler on stage in case he had an asthma attack.

“These experiences made me the strong person I am today. If you can’t tell, I have a flair for the dramatic. Maybe it’s because of what I went through as a kid,” Bracco says.

He shares how he continued to struggle with asthma until he became more proactive in dealing with his symptoms.

“[Dupixent] is something that worked for me. It made a difference in my life. I just feel more in control of my symptoms,” Bracco said.

“We thought it would be a great way for patients to learn that there are other people like them,” Cope said.

Bracco shared two dark campaign ads, that is, visible only to its target audience, on its TikTok channel.

The brand also plans to partner with five asthma influencers to drive traffic to the JoinLungZone site, Cope said.

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