Reports: Novartis launches new ad campaign aimed at young adults

NEW YORK — Novartis is promoting the multiple sclerosis drug Gilenya to young people with a new ad campaign in several national magazine's and websites, according to published reports.

The New York Times reported that the Swiss drug maker had placed ads for its "Hey MS, Take This!" campaign in People, Shape and Self, as well as the website of women's magazines, in addition to online videos. The generic name of Gilenya is fingolimod.

The ads feature images of several young people in their 20s and 30s sticking their tongues out to show white pills. The newspaper quoted a Novartis executive as saying that many people are now being diagnosed with the disease in their 20s and 30s and that early treatment has the strongest effect.