CGPA breaks digital campaign
By Derek Winkler
The Toronto-based Canadian Generic Pharmaceutical Association has begun an advertising campaign highlighting the cost benefits of using generic medicines. Developed by Key Gordon Communications, the campaign consists of digital ads in the style of public service announcements.
“Cost of living pressures are front of mind for Canadians,” said CGPA president Jim Keon. “This advertising campaign responds directly to that anxiety by pointing out in very direct terms how generic pharmaceuticals are as safe and effective as the brand-name versions, but are available at a fraction of the cost. We're also pointing out in our ads that if the use of generics increased by just one percent, Canadians would save up to an additional $756 million annually. This means that increasing the use of generics is a huge opportunity for further savings to Canadian taxpayers, employers and patients.”