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CVS Caremark to sponsor The Partnership at Drugfree.org campaign to curb Rx abuse

BY Antoinette Alexander

WOONSOCKET, R.I. — CVS Caremark announced that it has joined with a group of public and private sector partners and will sponsor the "The Medicine Abuse Project," a multiyear effort by The Partnership at Drugfree.org to raise awareness and curb the abuse of prescription drugs and over-the-counter medicines. The project’s goal is to prevent half a million teens from abusing medicines over the next five years.

"It is startling that 1-in-6 teens has taken a prescription drug without a prescription and that the majority of teens who abuse medications get them from the homes of family and friends," CVS Caremark president and CEO Larry Merlo said. "As a pharmacy innovation company, we have a responsibility to educate people about medication abuse. These efforts are an important part of CVS Caremark’s purpose to help people on their path to better health."

Steve Pasierb, president and CEO of The Partnership at Drugfree.org added, "Our new research underscores that Americans drastically underestimate the negative impact that prescription drug and over-the-counter medicine abuse is having on teens today.  We are deeply grateful to CVS Caremark for enthusiastically joining this collaborative Project to effectively address the intentional abuse of medicines. With the support of CVS Caremark and their reach into communities across the nation, we are taking action and helping turn the tide on this growing epidemic."

The Medicine Abuse Project will encourage parents to talk with their kids about the dangers of abusing prescription and OTC medicines and will provide information on safeguarding and properly disposing of unused medications. Part of the Project is a National Prescription Drug Take-Back Day, facilitated by the Drug Enforcement Administration, which will take place on Sept. 29, with collection sites across the country where consumers can safely dispose of their unused medications.

"Every day our pharmacists talk to customers about how to take their medications as directed so they can get and stay healthy," added Merlo, who himself is a pharmacist.  "This effort to counsel patients and families about the dangers of inappropriately taking medications, as well as how to safeguard medications in the home, is equally important."

CVS Caremark will be participating in The Medicine Abuse Project by posting information on the company’s websites and social media channels; linking to the campaign’s website; providing information at CVS/pharmacy locations; and taking part in The Partnership at Drugfree.org’s awareness-building events.


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Bic launches YouTube video to support new Hybrid Advance 4 razors

BY Antoinette Alexander

SHELTON, Conn. — Bic Consumer Products USA has announced the launch of an interactive video, the Hybrid Collider, on YouTube, in support of its newest men’s razor, the Bic Hybrid Advance 4.

The Bic Hybrid Advance 4 razor is the brand’s newest introduction to its men’s shaving portfolio and offers the convenience of replaceable cartridges combined with the value of a disposable razor.
 
This razor features four blades, a textured handle for added control, a pivoting head and a lubricating strip that contains aloe and vitamin E. Each package of Bic Hybrid Advance 4 contains one disposable razor handle and four cartridges. Once the cartridges have been used, just start again with a new package. The suggested retail price for a package of the Bic Hybrid Advance 4 is $7.49.
 
The interactive video introduces viewers to the main character, Danbob Smith-Jones, who brings them into his garage to see his newly created machine, the Hybrid Collider. Danbob urges viewers to type in two words to form a “hybrid.” Viewers will experience the collision of the two words, which results in a variety of funny video outcomes from outside Danbob’s garage.
 
“Our male consumers will enjoy interacting with these videos to see what hilarious outcomes the Hybrid Collider produces as a result of the two words that they enter,” stated Mary-Ellen Lacasse, director of shaver marketing for Bic Consumer Products USA. “In addition, Bic is supporting the Bic Hybrid Advance 4 razor through its Bic Razors Facebook page, a variety of online advertising, blogger outreach, sampling and free standing inserts.”

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Gillette, Green Bay Packers’ Clay Matthews partner for upcoming NFL season

BY Antoinette Alexander

BOSTON — To celebrate the 2012-2013 season of the National Football League, Procter & Gamble’s Gillette brand has announced a new partnership with Green Bay Packers Pro Bowl linebacker Clay Matthews to support a campaign for the Gillette Fusion ProGlide razor.

Beginning Thursday through Sept. 27, to kick off the partnership and celebrate the passion of NFL fans, Matthews and Gillette are challenging NFL fans to post pictures of their best imitation of Matthews’ famous “Predator pose” on the brand’s Facebook page. By submitting a photo, NFL fans will join Gillette in supporting Boys & Girls Clubs of America. Gillette has a goal to make a $100,000 donation.

Gillette is the ”Official Shave of the NFL” and beginning in early October, NFL fans will see Matthews in a new 30-second commercial for the Gillette Fusion ProGlide razor that captures Matthews challenging the status quo both on and off the field. In addition to appearing in the new TV commercial, Matthews will appear in digital advertising, as well as in-store merchandise displays.

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