Image PR and Romanian Medicine Producers launched a CSR campaign – “Pills aren’t candies”


Romanian PR agency Image PR and Romanian Association of International Medicine Producers (ARPIM) launhed “Pills aren’t candies” campaign, part of assocation’s CSR strategy in 2012. The campaign aims to increase the conscientiousness degree among the public regarding self-medication and to inform parents about the risks of administrating pills to their kids without having a doctor’s prescription.

The results of a study made in March showed us that 60% of the interviewed parents used self-medication. I think it is a big and worrying percentage. Self-medication is accompanied by a lot of risks, especially when it is applied to kids. That is why we want, through this campaign, to send parents the message that is better to treat meds seriously and, consequently, it is better for the doctor to be the one that decides the treatment for a child. The campaign proposed by Image PR offers us all the needed instruments to send this message to an as big as possible number of parents

Cristian Lutan

Deputy Executive Director ARPIM

We considered that an informational and educational campaign is the best suited one, considering the results of the market study. Parents need information related to self-medication, and what we want to happen is for them not to use that fast anymore their meds-cabinet but first to speak to the doctor. The strategy we proposed takes in consideration a communication mix that includes online communication, media relations, BTL or communication with doctors and pharmacists

Florina Badea

Account Manager Image PR

The campaign is based on a study made in March 2012 by Unlock Market Research that shows that over 60% of parents are giving pills to their kids without getting medical advice and with most of them not realizing the risks their gesture generates.

Image PR and ARPIM will run the campaign from April to December 2012. The campaign benefits of support from Health Ministry and from Adrian Streinu-Cercel and Ancăi Ţurcaşiu.

Image PR team working on the campaign includes Florina Badea – Account Manager and Alina Marcu – Account Executive. ARPIM is represented by Dan Zaharescu – Executive Director, Cristian Lutan – Deputy Executive Director and  Sorin Popescu – Group Communication Coordinator.