Canday had evidence that 94% of healthcare professionals don’t know how to use a metered dose inhaler implying that their patients don’t either. MCS created an integrated communications programme to highlight the health risks and cost implications of this knowledge gap: corporate identity, packaging, product leaflet, patient printed aid, flash movie, media relations, web page and online banners all contributed to educating people that speed is the key to the safe, efficient use of MDA inhalers.