SITUATION
Counterfeit medicine is fake medicine, and it is a threat to the health and safety of patients around the world. Counterfeit medicines are dangerous in their very nature – they are not produced under safe manufacturing conditions, and they are not inspected by regulatory authorities. It is precisely because of the threat that counterfeit medicines pose to patients that Pfizer has implemented an aggressive and focused campaign to detect, disrupt and deter major manufacturers and distributors of counterfeit Pfizer medicines.
TASK
C&F Porter Novelli was engaged to provide media relations support, advocacy, events, and media management for Pfizer Anti-Counterfeiting medicine awareness campaign for the Sub Sahara Africa. The campaign covered countries like Nigeria, Ghana, and Cote D’Ivoire.
APPROACH
C&F Porter Novelli created a Pfizer Anti-Counterfeiting Forum, a platform across multiple channels for stakeholders to discuss the challenges, experiences, and solutions around anti-counterfeiting with the message that Counterfeiting leaves a negative blot on the economy, consumer health, brand value, consumer loyalty, and sales.
A major output of the forum was an advocacy campaign undertaken in the three countries over a 6 month period. Tactics employed included release of publication p Pfizer Research on anti-counterfeiting, Pfizer Anti-counterfeiting Radio Show, and Pfizer Anti-counterfeiting RESULTS
The Pfizer Anti-Counterfeiting Campaign received overwhelming coverage and reportage in the electronic, print, and Social media platforms, with participation from Pfizer representatives, Regulatory bodies – Nigeria Customs, Standard Organization of Nigeria (SON), National Food Drugs Administration Control (NAFDAC), Anti-Counterfeiting Collaboration, Nigeria (ACC) Health experts, NGOs and CSOs championing the anti-counterfeiting campaign, and testimonials from anti-counterfeiting victims Column on Print and Social Media.