Genital herpes awareness campaign begins
By Adnews Staff
Ogilvy Healthworld has created a campaign to raise public awareness of genital herpes. The campaign, which uses the tagline "Don't give your new relationship a gift from the past," began yesterday and will run until June. It consists of national television and consumer magazine advertising in support of an educational package called the Herpes Health Pack, which is available from doctors. The campaign also promotes a toll-free information number and a website at <http://www.herpeshealth.com>, both of which went into service last February. The creative shows a perfume bottle labeled "Genital Herpes" about to be passed from one person to another. The purpose of the campaign is to educate patients about the transmission of the virus in an effort to reduce its spread. The campaign is being sponsored by GlaxoSmithKline. Public relations are being provided by Edelman.