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The Pharmaceutical Research and Manufacturers of America (PhRMA) today released new advertising as part of its “From Hope to Cures” campaign, highlighting two patient stories that exemplify the theme of ACHIEVABLE.
The first set of new ACHIEVABLE print and digital ads feature Ed. In 2008, doctors found a three-inch tumor that threatened Ed’s life. Today, he is a colon cancer survivor. The campaign shares Ed’s story, the various treatments he’s undergone and how he now spends his life educating Americans about the warning signs for colon cancer.
Other new print ads for ACHIEVABLE share Roxanne’s story of living with heart disease. She did not know she had experienced a silent heart attack until six weeks after it happened. Now a heart transplant recipient, Roxanne is a survivor who is spreading the word about heart disease.
The release of these new ads marks the fourth part of the 2016 “From Hope to Cures” campaign. Throughout the year, digital and print ads and videos have centered on the themes of HOPE, COURAGE and SOLVABLE, building on the 2015 themes of POSSIBLE, CURABLE and POWER.
The campaign has highlighted the stories of Rhys, a five-year-old living with type 1 diabetes and celiac disease; Jamie, a woman battling a rare blood cancer; and Matt, a lung cancer survivor. The campaign has also featured a number of biopharmaceutical researchers, including Jen and Yingzi, oncology researchers, and Kelly, Wei and Kalpana who are working to develop new breakthroughs in immuno-oncology treatments.
“From Hope to Cures” launched in January 2014 to highlight the value biopharmaceutical innovation provides to patients, society and the economy. The campaign website features stories of real patients and researchers, data and information on fighting diseases and an interactive map showing the economic contributions of the industry.