This week, Red helped Pfizer launch a counterfeit medicine awareness campaign across Europe.

Building upon last year’s award-winning campaign to highlight the dangers of fake medicines in the UK, the campaign has rolled out across 14 European countries.

As part of the campaign, Pfizer commissioned the ‘Cracking Counterfeit Europe’ research which revealed a massive black market economy worth an estimated €10.5 billion every year generated by counterfeit medicines. Additionally, one in five of the 14,000 people surveyed (21%), equating to 77 million people in the total population, admitted to buying prescription only medicines, without a prescription from illicit sources such as unregulated websites.

Red co-ordinated press materials for the 14 launch countries as well as secured coverage in high profile international media titles.