AstraZeneca launches healthy foods video program

WILMINGTON, DE: AstraZeneca, maker of cholesterol-lowering drug Crestor, is partnering with Food University to educate adult Americans about the role of diet in cholesterol management.

WILMINGTON, DE: AstraZeneca, maker of cholesterol-lowering drug Crestor, is partnering with Food University to educate adult Americans about the role of diet in cholesterol management.

It is the first time the pharmaceutical company has partnered with Food University, an online and events-focused food and entertainment company.

Stephanie Jacobson, director of brand corporate affairs at AstraZeneca, said the program is part of AstraZeneca's “commitment to patient health.” In 2009, the company launched a smaller initiative called “Your Health, Your Way," which included information about managing cholesterol from a nutritionist and life coach.

“It's important to empower people to take control of their health,” said Jacobson. She cited an American Heart Association statistic that says only 17% of Americans who are 60 years or older consume a “good quality” diet.

As part of the partnership, two of Food University's chefs, Sara Moulton and Curtis Aikens, are featured in five videos that provide viewers with instructions about how to prepare low-cholesterol recipes.

Digitas Health provided online support for the videos, which are available on Food University's and Crestor's websites, by developing the media player and the video's homepage on Crestor's website. Edelman, AOR for Crestor, is handling media outreach.

Leah Geib, manager of cardiovascular brand corporate affairs, said Crestor's risk information is included at the end of each video. It's also included as a link next to the videos on the Food University website.

The company plans to promote the program on its corporate Twitter feed, Facebook page, and blog. PR budget was not available.

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