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Counterfeiting the Counterfeiter

by Euro RSCG Life Medicom for European Alliance for Access to Safe Medicine (EAASM)

Summary of work

Online trade in counterfeited medicines is a multi-billion Euro problem, which has increased dramatically over the last few years with a significant rise in consumers (38 per cent of people) using the internet to purchase prescription only medicines.

Counterfeiting the Counterfeiter involved the development and promotion of a spoof online pharmacy to intercept and up skill those looking to buy medicines about the dangers they’re exposing themselves to.

Over a nine-week period was promoted using a range of digital tactics that enabled the site to engage with 85 per cent of people looking to buy medicines, receiving 360,532 hits and becoming the third largest online pharmacy in Germany.

In its first year would have had over one million visitors and generated up to €41m.

Judges comments

One of the freshest entries in the category, Counterfeiting the Counterfeiter used constant feedback driven by data to ensure the campaign was response to shifting online search trends.

Stakeholder comments

Chair: The campaign has delivered results that have far exceeded our expectations. We know beyond doubt that the campaign has delivered a very powerful message to hundreds of thousands of people and even if a single life has been saved it was worth the effort.

Executive director: We highly commend the agency in their diligent and professional handling of the campaign, combining design that engaged with our audience and media planning that targeted a niche group. Thousands of people were re-directed to legitimate pharmacies and though they don’t know it, they owe the agency a huge debt of thanks.

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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