How do we achieve buy-in?

Asthma carries a stigma. For young people it is not just a blight on their health but also a social burden they must bear. They live with the disease, and also with the pity and scorn of their peers. It follows that many asthma sufferers, particularly in the younger age groups,are intensely negative in their approach to the disease. The resentment may lead to denial, which may lead to inappropriate behaviour patterns.

Let's approach it first of all from a teenager's viewpoint. You have asthma. You've had it all your life. The chances are you're smaller and sicklier than your peers. Every day you have to go through the routine of measuring your peak flow. Every day you are confronted by the reality of your disease. Asthma is an entirely unfair, entirely negative affliction that you can do nothing about. Teenagers may appreciate the necessity for them to measure their peak flow and avoid their asthma triggers, but it is a rebellious time. The grind and discipline of acting out an asthma-friendly lifestyle is a major negative feature of their lives. How do we achieve buy-in, by turning asthma from a negative to a positive? We believe asthma-specific products, while having an essential role in promoting healthy lifestyles, are tainted by the stigma of the disease. Therefore it is imperative to offer an incentive in order to create a positive aspect of having asthma -to take the kids from the category of "asthma-geeks" into the category of "cool kids".