PhRMA launches Go Boldly campaign
WASHINGTON — The Pharmaceutical Research and Manufacturers of America on Monday launched its new multi-year advertising and public affairs initiative, Go Boldly. The campaign is aimed at highlighting those in the industry driving innovation and pointing to the opportunity that exists in tackling complex health conditions.
“Thanks to the tireless work of biopharmaceutical researchers and scientists, we have entered a new era of medicine that is transforming the way we prevent and treat disease,” PhRMA president and CEO Stephen Ubl said. “This campaign spotlights their perseverance and unwavering commitment to American patients for whom we all work. We will also be convening events with stakeholders all across the country to discuss ways we can work together to make our health care system more responsive to the needs of patients.”
The Go Boldly campaign will include national TV, print, digital, radio and out-of-home advertising, and its website, GoBoldly.com, will offer information about the topics and themes featured in advertisements. PhRMA has redesigned Innovation.org to provide in-depth information about advances in biopharmaceutical innovation. The hashtag #GoBoldly will be used across social media channels.
The first TV ad, “Do Not Go Gentle,” highlights real biopharmaceutical scientists working to find new cures, and “Cells” highlights scientific advances happening at the cellular level and will be featured in print and digital ads. Throughout the year, PhRMA will introduce new ads focusing on advancements in science and the stories of real researchers alongside patients benefitting from medicines being developed.
Beyond advertisements, PhRMA plans comprehensive public affairs activities to foster a dialogue with researchers, caregivers, patients and policymakers at forums around the country. 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 this 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 Ubl.
Go Boldly will feature three public affairs initiatives:
The New Era of Medicine, an initiative from scientists at biopharma companies to foster dialogue on scientific advancement;
The Value Collaborative, an effort to engage stakeholders to advance policy solutions to enable the private sector to lead a move to a value-driven health care system; and
Public Health, a public outreach and education campaign centered on critical public health issues in the United States.