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Drug Company Pfizer decided to take the lead in fighting against the availability of counterfeit drugs over the internet. As well as costing Pfizer money every year, the counterfeit drugs often cause long term side effects and in some cases death for the recipient.Tens of thousands of people are thought to have bought fake drugs over the past year as awareness of the problem, and media attention on it, has been historically low. Pfizer decided to shock people into taking the problem more seriously.
Its multi-platform campaign ran with the central image of a rat coming out of a person’s mouth. The ‘regurgitated rat’ campaign was rolled out across TV, cinema and in the press. In order to reach those most likely to be purchasing counterfeit drugs, the online community, Pfizer re-directed users searching under health and medical terms to a dedicated website giving information about illicit drugs.The website generated over 50,000 clicks and an estimated £2 million worth of PR surrounding the campaign was generated from the initial £300,000 spend. 9 million people viewed the cinema adverts, ROI was 660% and counterfeit medicines are much higher up the agenda of all audiences.
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