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IP Outreach in Practice > IP Crime

Overview

Organizer: Pfizer, Medicines and Healthcare products Regulatory Agency (MHRA), The Patients Association, HEART UK, Royal Pharmaceutical Society (RPS)
Country/Territory: United Kingdom
Language: English
Focus: Medicine Counterfeits
Outreach Tools: Campaign, Events, Films / Videos, Interactive Games, Media Coverage, Posters / Printed Materials, Print / Radio / TV PSAs, Social media, Studies, Website
Target Audience: Consumers, General Public

Details

"Real Danger" campaign (2009/2010/2011/2012) educating people about the dangers of counterfeit medicines and the hazards of buying prescription only medicines from unregulated sources:

- "Real Danger" website includes facts about counterfeit medicines, advice about buying medicines online, "Catch a rat" interactive game, and section warning about medicine spam

- "You've got life-threatening mail" report (an investigation into the truth behind medicine spam)

- includes posters (roadside, in railway stations and in pub and club washrooms), online messages and a "Men at work" roadshow traveling around the UK (touring Scotland, England and Wales with a scene that highlights the dangers of counterfeit medicines, by taking the campaign message direct to the public)

- the campaign cinema/TV/online ad shows a man coughing up a dead rat after taking a pill bought from an illicit website, dramatizing the fact that counterfeit medicines can contain potentially life-threatening ingredients

- slogan: "Get Real, Get a Prescription"


"Fake Medicine, Real Danger" road show starting in London and traveling to five key cities in the UK (November 2008)

Links

http://twitter.com/#!/realdangeruk

http://www.facebook.com/realdangerUK?sk=app_6009294086

http://www.mhra.gov.uk/home/groups/comms-ic/documents/websiteresources/con060197.pdf

http://www.realdanger.co.uk/

http://www.realdanger.co.uk/history/

http://www.youtube.com/user/PfizerUK

[Date Added/Updated: Aug 29, 2012]

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