New Short Film Ignites Pulmonary Fibrosis Awareness in the UAE

A powerful new short film is bringing pulmonary fibrosis into sharp focus, aiming to significantly increase awareness of the disease among the UAE population. This video is a cornerstone of a major awareness campaign spearheaded by Boehringer Ingelheim, a leading research-driven pharmaceutical company. The campaign seeks to educate the public about the effects of pulmonary fibrosis and emphasize how prompt intervention can prevent further suffering.

Idiopathic pulmonary fibrosis (IPF) and progressive pulmonary fibrosis (PPF) are serious lung conditions that can profoundly impact patients' daily lives, affect their families, and prove fatal if left untreated. The Boehringer Ingelheim film, launched at an event titled “A Breath of Hope,” will be disseminated across the company’s social media channels. It delivers a motivational yet straightforward message about a complex disease, depicting a man with a persistent dry cough encountering a young girl and a medical professional in an elevator. They inquire about his health and encourage him to seek medical advice for his symptoms, urging him to confront the issue.

Boehringer Ingelheim characterizes pulmonary fibrosis as a “serious condition that remains under recognised.” IPF and PPF are characterized by progressive scarring of the lungs, leading to an irreversible decline in lung function. Common symptoms include shortness of breath, fatigue, and weight loss. The film offers a unique perspective on the experiences of individuals living with pulmonary fibrosis, often without realizing they have the condition.

Ousama Alhaj, general manager and head of human pharma at Boehringer Ingelheim, Near East and UAE, described the campaign as part of a long-term commitment, building on the company’s legacy of over 100 years in respiratory care. “Talking about the disease is one thing, but living with it is another,” he stated. “We observe that it is under-diagnosed; people lack a precise understanding of IPF, which motivated us to launch this campaign. A part of our responsibility is to educate patients, and we will continue this effort to raise awareness.” This includes recognizing symptoms and seeking timely medical consultation for an early diagnosis, Alhaj added.

While IPF and PPF are considered rare, global figures suggest they collectively affect up to 9.2 million people. Their progressive nature underscores the critical importance of early recognition. However, studies indicate that diagnosis can be delayed by one to two years, potentially leading to more significant damage. Alhaj emphasized, “The core message is: obtaining an early diagnosis and commencing treatment are crucial for slowing disease progression and enhancing quality of life.”

In the UAE, recent advancements in pulmonary fibrosis care have marked significant progress for patients and healthcare professionals working to improve disease management, notably following the approval of a new treatment option. The film provides a distinct viewpoint on the lives of those affected by pulmonary fibrosis, many of whom may be unaware of their condition.

The Boehringer Ingelheim awareness initiative arrives at a crucial juncture. Dr. Bassam Mahboub, vice president of the Emirates Thoracic Society, noted an increase in case numbers, partly attributed to enhanced detection methods. “There might be other contributing factors, such as the prevalence of smoking and environmental hazards,” he suggested. “However, I believe the primary reason is increased awareness and improved medical screening, allowing for earlier identification.” This necessitates prompt action from individuals experiencing symptoms.

“Addressing the disease itself is considerably easier than managing its consequences,” Mahboub explained. “Simply get it checked – in 80-90% of cases, it’s not PF, but something else we can manage. But if it is PF, let’s take action. It’s better to be safe than sorry.” While occupational factors can contribute, PPF can also develop in individuals with other conditions, such as rheumatoid arthritis. Mahboub elaborated that PPF is characterized by progressive scarring of the lung interstitium, leading to stiffening and reduced lung expansion, making oxygen intake increasingly difficult. As PPF advances, daily activities become more challenging, and the risk of mortality rises.

In IPF, the cause of scarring is not always clear. “They struggle to exhale fully due to the scarring,” Mahboub described. “During examination, we hear distinct Velcro-like crackles.” The condition is more prevalent in older adults, smokers, and former smokers. Potential causes include medications and genetic factors, but sometimes the origin remains unidentifiable. Speakers at the film launch highlighted that early screening is particularly vital for individuals with autoimmune conditions, persistent symptoms, or relevant exposure histories. However, symptoms are sometimes misattributed to aging, fatigue, lack of fitness, allergies, infections, or other conditions like asthma.

“We are informing the public that this is a serious disease… that cannot be cured,” Mahboub continued. “Therefore, early diagnosis is essential, and effective medications can help patients maintain a good quality of life… rather than experiencing a continuous decline. We advise them to stay healthy by not smoking. We encourage physical activity and fitness, as in all diseases, not just lung fibrosis, physically active individuals tend to fare better than those who are not. Maintaining good muscle mass reduces oxygen demand and lessens the burden on the lungs.”

Dr. Shamma Al Nokhatha, president of the Emirates Society for Rheumatology, pointed out that interstitial lung disease can be associated with other conditions like systemic sclerosis, rheumatoid arthritis, inflammatory myositis, lupus, Sjögren’s disease, and mixed connective tissue disease. “Rheumatoid arthritis is quite common in rheumatology,” she noted. “It primarily affects the joints but can also involve the lungs. Inflammatory myositis presents with shoulder weakness and a facial rash, but can also affect the lungs. Lupus, too, can impact multiple organs, including the lungs.”

Founded in 1885, Boehringer Ingelheim has a long-standing commitment to advancing respiratory health, developing pioneering treatments for conditions including asthma, chronic obstructive pulmonary disease, and PPF. The company leverages its scientific expertise through research, development, and strategic collaborations to advance new therapies and improve outcomes for individuals with serious lung conditions. Alhaj reiterated the “importance of bringing greater visibility to a condition that is often under-recognised and can significantly affect quality of life.” He added, “I firmly believe that raising awareness is a journey… and is a crucial part of our responsibility. Boehringer Ingelheim acknowledges that pulmonary fibrosis is a ‘serious condition that remains under recognised’.”

“We understand that scientific progress must be accompanied by increased disease awareness and timely diagnosis. Earlier symptom recognition and prompt consultations with healthcare professionals can facilitate earlier diagnosis and enhance patient outcomes,” Alhaj stated. Dr. Al Nokhatha suggested that individuals already diagnosed could “help other colleagues or family members understand the concept of the disease.” She concluded, “The next phase in pulmonary fibrosis care should be defined not only by scientific advancement but by how effectively we translate that progress into earlier recognition and improved patient journeys. This involves strengthening awareness among patients, families, and healthcare professionals, and ensuring individuals with persistent symptoms are connected to the appropriate care at the right time.” Mahboub summarized, “The key takeaway is: pulmonary fibrosis is a serious disease, but we are informing you today that there is hope, and this hope is amplified by early and accurate diagnosis, followed by appropriate management.” This initiative was produced by The National in partnership with Boehringer Ingelheim.