How’d You Get That?

There are a lot of sexy health and science stories on the horizon these days - everything from human cloning to stem cell research to new vaccines. But aspirin is not among them. The 100+-year-old pain reliever is time-tested, but when Bayer approached Golin/Harris about generating "new news" for the drug, it looked as though the team wouldn't have much to work with. Instead of focusing on the old, Bayer wanted to highlight aspirin's new uses and demonstrate that scientists are still learning about potential uses for the drug. The American Heart Association says aspirin is underused (of all the people who have suffered previous heart attacks and strokes and should be on an aspirin regimen for their health, less than 26 percent are).

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