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The organization launched its GOBOLDLY campaign to highlight the work of US biopharmaceutical companies.
On Jan. 23, 2017 the Pharmaceutical Research and Manufacturers of America (PhRMA) announced the launch of a multi-year advertising and public affairs initiative on behalf of US biopharmaceutical companies. The campaign is titled GOBOLDLY and will include national television, print, digital, radio and out-of-home advertising focused on highlighting the work of biopharmaceutical companies.
According to PhRMA, the ad campaign highlights revolutionary biopharmaceutical science. The first television advertisement in the campaign features the Dylan Thomas poem Do Not Go Gentle. In addition to paid advertising, the campaign will include public affairs activities to foster a national dialogue with researchers, caregivers, patients, and policymakers in forums around the country. These discussions will focus on what the new era in medicine means for patients and the health care system and the types of public policy solutions that are needed to sustain progress.
“Through partnerships and collaborations with other health care leaders, we will work to advance commonsense solutions that foster the continued development of new medicines, enhance the private marketplace and provide patients with access to the newest and most innovative treatments,” said Stephen J. Ubl, president and CEO of PhRMA, in a statement.
The campaign will include three distinct public affairs initiatives around the following core areas: bold advancements in science, value-driven health care, and public health. These efforts will officially kick off in February and March 2017.