The pharma giant has targeted papers in Philadelphia, plus Raleigh and Durham, North Carolina, where it has facilities, to raise awareness of the campaign.
The ads seek to explain the high price of drugs in the US both to the public and its own employees, according to GSK vice-president corporate media relations Nancy Pekarek.
The industry has come under increasing attack for the high cost of drugs. Several US states are suing major companies for allegedly inflating prices and are also considering legislation to allow the re-importing of brand-name drugs to the US from Canada.
The ads take two main themes. The first focuses on investments in developing better medicine, showing research work by company employees with the slogan ‘Today’s medicines finance tomorrow’s miracles’. To demonstrate it is providing access to that medicine, another ad features Glaxo’s discount-drug scheme for certain senior citizens.
Articles about the campaign have already appeared in The Wall Street Journal, The Philadelphia Inquirer, The (Raleigh) News & Observer and The Miami Herald.