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Wyeth Consumer Healthcare promotes Caltrate Plus

Wyeth Consumer Healthcare has begun a campaign in support of its Caltrate Plus calcium supplement. The national television campaign, developed by Anderson DDB Health & Lifestyle, is aimed primarily at women and focuses on the importance of calcium to bone health. The 30-second ads seek to demonstrate how much food a person would need to eat to get enough calcium daily, such as seven pounds of broccoli. "The insight behind the campaign was that many women think they're not old enough to worry about osteoporosis," said Tony Miller, executive creative director at Anderson DDB. "Others don't think they need it because their health and diet are fine. What's made our approach different and more impactful is that we didn't use typical, serious health warnings. While we get the facts across, the ad uses a bit of humour to illustrate the dietary issue, engage the viewer and make it much more memorable."

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