SMITHKLINE BEECHAM EMBARKS ON EDUCATIONAL INITIATIVE

Low awareness of genital herpes combined with a rising incidence of the disease has prompted SmithKline Beecham to initiate a broad-based, direct-to-consumer genital herpes education and awareness campaign involving thought-provoking print advertising in leading women's books and city magazines, a consumer 800 number, a sexual health television segment hosted by prominent physicians, and a unique web site set in a fun, yet highly informative, cafe environment, called Cafe Herpe.