Case Study : For One Pharmaceutical Group, a PSA Serves Up a Dose of Reality


Company: Purdue Pharma Agency: Fenn Communications Group/The McGinn Group Timeframe: Six months Budget: $2.5 million Potent prescription pain medications have seen their fair share of publicity in recent years, with personalities as large as Rush Limbaugh among the list of abusers, but the message is becoming increasingly urgent: Of the four million+ Americans misusers, the largest increase has been among teenagers who filch the pills from their parents' medicine cabinets. That's why, in late 2003, Purdue Pharma - maker of OxyContin - took a stand in a widespread Public Service Announcement (PSA) against the critical health problem. Although OxyContin was not specifically mentioned in the PSA, appropriately dubbed the "Medicine Cabinet" campaign, it - and other prescription-strength pain-killers' - ability to induce a heroin-like euphoria was the crux of the problem. While its medicinal effects were clear and necessary, teenagers began to take the pills recreationally, believing that they weren't as dangerous as street drugs because they came from a doctor.

Subscribe Now  |  Login


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.