Ok, I'm being a pain, but here's what I've found: Media Campaign Merck nearly one year ago launched a media campaign to raise consumer awareness about the vaccine and to alleviate concerns among parents about adding Gardasil to other routine childhood vaccinations, Bloomberg reports. Fewer than 20% of women in the U.S. knew that HPV can cause cervical cancer, according to Merck research that was conducted about 18 months ago, the company said (Zimm/Blum, Bloomberg, 6/9). The company's "Tell Someone" campaign, launched in April, uses paid television advertisements showing actresses, in interview style, expressing surprise about the cause of cervical cancer and promising to tell other women. In addition, Merck last fall funded "Make the Connection," run by the industry-backed not-for-profit Cancer Research and Prevention Foundation and celebrity charity Step Up Women's Network. The campaign includes publicity events, a television public service announcement and cameos by celebrities, such as Maria Shriver and Jessica Alba, wearing beaded bracelets to highlight the link between cervical cancer and HPV. Neither ad campaign mentions Gardasil because Merck could not legally promote the vaccine until receiving an FDA license to do so (Ginsberg, Philadelphia Inquirer, 6/9). Margaret McGlynn, president of Merck's vaccine division, on Thursday said the company now will pursue an "extensive educational campaign" that will "motivate women to get the vaccine" (Newark Star-Ledger, 6/9).
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Date: 2006-06-20 09:24 pm (UTC)Media Campaign
Merck nearly one year ago launched a media campaign to raise consumer awareness about the vaccine and to alleviate concerns among parents about adding Gardasil to other routine childhood vaccinations, Bloomberg reports. Fewer than 20% of women in the U.S. knew that HPV can cause cervical cancer, according to Merck research that was conducted about 18 months ago, the company said (Zimm/Blum, Bloomberg, 6/9). The company's "Tell Someone" campaign, launched in April, uses paid television advertisements showing actresses, in interview style, expressing surprise about the cause of cervical cancer and promising to tell other women. In addition, Merck last fall funded "Make the Connection," run by the industry-backed not-for-profit Cancer Research and Prevention Foundation and celebrity charity Step Up Women's Network. The campaign includes publicity events, a television public service announcement and cameos by celebrities, such as Maria Shriver and Jessica Alba, wearing beaded bracelets to highlight the link between cervical cancer and HPV. Neither ad campaign mentions Gardasil because Merck could not legally promote the vaccine until receiving an FDA license to do so (Ginsberg, Philadelphia Inquirer, 6/9). Margaret McGlynn, president of Merck's vaccine division, on Thursday said the company now will pursue an "extensive educational campaign" that will "motivate women to get the vaccine" (Newark Star-Ledger, 6/9).