PhRMA Launches Multi-Year Advertising and Public Affairs Campaign for Biopharm Industry

The Pharmaceutical Research and Manufacturers of America (PhRMA) has launched a national, multi-year advertising and public affairs initiative on behalf of America’s biopharmaceutical companies. The campaign, GOBOLDLY, will showcase the industry’s unsung heroes driving cutting-edge advances in science and highlight the tremendous opportunity that exists to tackle our most complex and devastating health conditions.

"Thanks to the tireless work of biopharmaceutical researchers and scientists, we have entered a new era of medicine that is transforming the way we prevent and treat disease. This campaign spotlights their perseverance and unwavering commitment to American patients for whom we all work," said Stephen J. Ubl, president and chief executive officer of PhRMA. "We will also be convening events with stakeholders all across the country to discuss ways we can work together to make our health care system more responsive to the needs of patients."

The campaign will include national TV, print, digital, radio and out-of-home advertising. A new website, GoBoldly.com, will provide visitors with more information about the topics and themes featured in campaign advertisements, and a redesigned Innovation.org will provide in-depth information about exciting advances in biopharmaceutical innovation. #GoBoldly will be used across social media platforms to salute the sheer will and tenacity of patients and scientists fighting against disease every day.

Revolutionary biopharmaceutical science is the central theme of the campaign advertisements featured at launch. Do Not Go Gentle, the first TV advertisement, features the iconic poem by Dylan Thomas and highlights real biopharmaceutical scientists who have an indomitable will to find the unfindable and cure the incurable. Cells highlights exciting scientific advances that are happening at the cellular level and will be featured in print and digital advertisements.

Additional advertisements will be introduced throughout the year focusing on bold advancements in science and featuring the stories of real researchers who are driving these cutting-edge advances alongside patients benefiting from the medicines that are being developed.

In addition to paid advertising, the campaign will include comprehensive public affairs activities to foster a national dialogue with researchers, caregivers, patients and policymakers in forums around the country. These discussions will focus on what the new era in medicine means for patients and the health care system and the types of public policy solutions that are needed to sustain this progress.

"Through partnerships and collaborations with other health care leaders, we will work to advance commonsense solutions that foster the continued development of new medicines, enhance the private marketplace and provide patients with access to the newest and most innovative treatments," said Ubl.

The campaign will include three distinct public affairs initiatives around the following core areas: bold advancements in science, value-driven health care and public health. These efforts will officially kick off in February and March.

• The New Era of Medicine: An initiative convened by the scientists at America’s biopharmaceutical companies to foster a national dialogue on bold advancements in science.
• The Value Collaborative: An effort to engage stakeholders across the health care system to advance policy solutions that will enable the private sector to lead the move to a value-driven health care system.
• Public Health: A public outreach and education campaign around critical public health issues facing America today.