Chronic obstructive pulmonary disease (COPD) stands as the third leading cause of death worldwide, yet it remains a condition shrouded in obscurity, often underprioritized and underfunded. Despite claiming over 3.5 million lives annually—comparable to the cumulative death toll from a plane crash with 400 passengers every hour—COPD rarely captures the media spotlight.
This year’s World COPD Day, themed “Short of breath, think COPD,” seeks to change that narrative by highlighting the common symptoms of cough, difficulty breathing, wheezing, and tiredness that significantly impact those living with the condition. The goal is to raise awareness, promote early diagnosis, and advocate for effective management. Early intervention is crucial, as it leads to better clinical outcomes, including improved symptoms, lung function, and quality of life.
Media’s Role in Health Awareness
The announcement comes as public awareness of health issues is often directly linked to the amount of media coverage they receive. COPD, however, is seldom reported, leaving the stories of those affected largely untold. To address this gap, the Pace University Center for Global Health is collaborating with Mr. José Castro, WHO Director-General Special Envoy for Chronic Respiratory Diseases, alongside technical counterparts in the WHO Department of Noncommunicable Diseases and Mental Health.
Through a series of workshops designed for journalists from major media outlets, Mr. Castro aims to enhance knowledge and understanding of COPD. “COPD is a ‘Cinderella’ disease—too often overlooked and left in the shadows. This important initiative aims to address a critical gap in health journalism. The workshops sensitize health reporters to the huge impact of COPD on individuals, their families and carers, and society more widely. We hope to bring COPD into the spotlight, to receive the attention that it deserves,” Mr. Castro emphasized.
Workshops Spark Change
Last week, journalists from the South-East Asia and Western Pacific Regions, including Bangladesh, China, India, Indonesia, Malaysia, the Philippines, and Thailand, gathered in Kuala Lumpur, Malaysia, for a transformative three-day workshop. The program included scientific background and country-specific data on COPD, enriched by insights from people living with the disease, civil society organizations, and medical professionals.
“Before this workshop, I had never written about COPD, and like many, I assumed that only conditions such as cancer and cardiovascular diseases were the most serious public health concerns. These sessions have completely changed my perspective, highlighting the hidden burden of COPD and the importance of early detection, prevention, and public awareness,” explained Emalin Zalani, a journalist at Star Health, Malaysia.
As a direct consequence of the workshop, participants have already begun publishing stories in major national news outlets, including the Dhaka Tribune, Philippine Star, One News, Kompas Daily in Indonesia, and Bangkok Post, ahead of World COPD Day.
Global Efforts and Future Plans
This development follows a similar workshop held earlier this year in Mexico City, Mexico, where journalists from Central and South America increased reporting on chronic respiratory diseases across national newspapers, radio, and TV broadcasts. The move represents a significant step forward in raising awareness and understanding of COPD globally.
Further workshops are planned for the African and European Regions next year, with the next training scheduled for March 2026 in Cape Town, South Africa. These efforts are part of a broader strategy to ensure that COPD receives the attention it deserves, potentially leading to increased funding and prioritization in public health agendas worldwide.
Meanwhile, the ongoing initiatives underscore the vital role of media in shaping public health discourse and the importance of informed journalism in driving change. As awareness grows, so too does the potential for improved outcomes for millions affected by COPD globally.
