Pfizer came to Red to help them communicate the dangers of fake medicine and support its Get Real, Get a Prescription campaign.

Get Real, Get a Prescription is the message to the many thousands of people buying prescription only medicines without a prescription from unregulated sources, including illegal websites. The hard hitting campaign funded by Pfizer is designed to make the public aware of the health risks associated with bypassing the healthcare system and not getting a proper diagnosis and prescription from a qualified healthcare professional.

A cinema advertisement provides the centre piece for a multi-level campaign supported by Red involving media outreach, digital viral and social marketing and direct to consumer activities.

Campaign supporters include the Medicines and Healthcare Products Regulatory Agency (MHRA), The Patients Association, Men's Health Forum and H.E.A.R.T UK, making it the first collaboration of its kind with the pharmaceutical industry.

Dr David Gillen, Pfizer Medical Director, said: "We're thrilled to be collaborating with the MHRA and leading patient organisations to tackle the industry wide problem of counterfeit medicines head on."

Watch the advertisement and find out more about the campaign at: www.realdanger.co.uk.

This campaign won four awards at the Communique Awards 2009 - Campaign of the Year, Best Patient or Public Campaign, Best Use of Surveys or Data and Best Corporate Campaign.  It was also highly commended in the Best Use of New Media category.

This campaign was also a finalist in the CIPR Excellence Awards 2009 (Healthcare category).