WASHINGTON — As part of its ongoing “From Hope to Cures” campaign, the Pharmaceutical Research and Manufacturers of America rolled out new advertising to help highlight the stories of patients, families and researchers. The first of four new ads, “Hope” features 5-year-old Rhys, who has diabetes, and an accompanying video, focuses on Rhys, Jamie, who has a rare blood cancer and researcher Jen.
“Every patient has a story and ‘From Hope to Cures’ helps ensure those poignant stories are at the center of discussions about health care,” PhRMA EVP public affairs Josephine Martin said. “Innovative medicines have transformed the trajectory of many diseases and conditions, helping patients live longer and healthier lives. We need to ensure our health care system recognizes the value of innovation to continue this progress against devastating and costly diseases like Alzheimer’s and cancer.”
“Hope” is the first of a series of new “From Hope to Cures” ads that will hit print, digital, radio and social channels throughout 2016. Forthcoming ads are “Courage,” “Solvable” and “Achievable.” The ad campaign began in 2014 and features real patients’ and researchers’ stories and provides information about fighting diseases, as well as an interactive map showing the industry’s economic contributions.