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Abbott Canada conducts inflammatory disease awareness campaign

Pharmaceutical company Abbott Canada has begun an advertising campaign intended to raise awareness of the symptoms of inflammatory disease. It encourages viewers to experiencing these symptoms to seek early diagnosis and treatment. The print ads, created by Montreal-based Boom Works Enterprises, focuses on conditions such as rheumatoid arthritis, ankylosing spondylitis, psoriatic arthritis and juvenile idiopathic arthritis. It takes as its theme the feeling of "fire in the joints" that accompanies these conditions. The creative features the real life experiences of six Canadians affected by these conditions. The ads will run in Rogers Media, Zoomer Media and Reader's Digest publications in English and French until November. Media buying is being handled by Media Profile. "Canada has a high incidence of inflammatory rheumatic disease, but these diseases are still not fully understood by many Canadians," said Jeff Devlin, general manager of Abbott International, the pharmaceutical division of Abbott Canada. "Early diagnosis and treatment is critical to reduce the potential for irreversible damage done to the joints. Abbott is committed to helping educate Canadians with early identification of the signs and symptoms of these conditions." The company is conducting the campaign in association with The Arthritis Society of Canada.

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