Best Public Health Initiative

Summary of work

The multi-billion Euro trade in counterfeited medicines has increased dramatically over the last few years with the internet being the most common route for counterfeiters to reach consumers.

Over a nine-week period a targeted public health campaign raised awareness about the dangers of counterfeit medicines to those searching for prescription-only medicines (POMs) online.

Counterfeiting the Counterfeiter involved the development and promotion of a ‘spoof’ online pharmacy. The website www.medizin-direkt.com delivered impressive results engaging with 85 per cent of people looking for POMs, receiving 360,532 hits and became the third largest online pharmacy. If the website had been trading, projections show that in its first year it would have had over one million visitors and potentially generated €41m.

Judges comments

A very clever and effective campaign. Good to see activity that enhances the reputation of the industry.