This award-winning public information campaign, supported by Teva Pharmaceuticals Ireland, was to coincide with the enactment of new health legislation which promoted public awareness of and greater use of generic medicines in Ireland.
We created two core aspects to the ‘understandgenerics’ campaign, one being patient focussed, the other HCP focussed. The patient campaign included mass-media marketing and was launched by broadcaster Gay Byrne, who recorded a radio advertisement for national broadcast. Our supporting informational website also featured a video of Gay outlining the safety, quality and affordability of generic medicines.
The HCP campaign included instore POS, educational materials in the form of kitboxes and access to resources. 400 community pharmacies from across the country were actively involved in the campaign.
Each pharmacy featured user-friendly information on generic medicines, shop windows profiling the campaign, and expert pharmacy professionals on hand to help and advise patients on their medical choices.
understandgenerics.ie won the ‘BEST PATIENT EDUCATION PROJECT’ at the Irish Healthcare Awards 2013.