WYETH-AYERST LAUNCHES SUMMER LONG "PILL" CAMPAIGN
By Adnews Staff
Toronto-based pharmaceutical company Wyeth-Ayerst Canada Inc. launched a ten-week advertising campaign yesterday called "Lessons Learned. The national awareness campaign is targeting Canadian women 18-24 years of age, providing them with information about "the pill." Theodora Samiotis with Wyeth-Ayerst explained the campaign is the first of its kind in Canada because it uses television broadcasting for the first time to advertise the pill. Television commercials, running on Much Music and network television, will be supported with commercials in Cineplex Odeon theatres and transit advertising. The ads encourage women to talk to their doctors about the birth control pill and address the issue of unplanned pregnancies. All advertising features a toll-free 1-888 number where women can call to get additional information. The campaign was created by Anderson Consulting of Toronto with public relations being handled by National PharmaCom, also of Toronto.