LOS ANGELES: Former Vice President Dan Quayle, Jethro Tull front man Ian Anderson, and Olympian Tara Lipinski have joined forces with PR firm Spotlight Health to heighten awareness about deep vein thrombosis (DVT).
The blood-clot disease affects approximately 2 million Americans each year.
The campaign is part of the work Spotlight is doing for Aventis to promote the pharmaceutical company's antithrombatic drug Lovonex.
Quayle, Anderson, and Lipin-ski, whose lives have all been directly affected by DVT, will appear in a series of SMTs, RMTs, ANRs, and PSAs to educate people about the disease. "We went with a wide-ranging group of celebrities so we can extend our reach to several different target audiences, said Spotlight CEO John Hermie.
Because of the educational mission outlined for the initiative, PSAs will be the primary focus. "DVT is a disease that is so unknown, but affects so many people, said Hermie. "We felt that PSAs would be a great vehicle for making consumers aware that they should seek information from their physicians about it."
In the way of print, Spotlight will be using educational brochures and billboards to inform the public. Specifically, billboards with Quayle, Anderson, and Lipinski will appear in airports because there are several risk factors in flying for people with DVT, or the "economy-class syndrome as it has been dubbed.
Lovonex is not being mentioned in any of the print or broadcast outreach materials. "We are promoting awareness about the disease, not the product, said Hermie.