Road to promote migraine drug

Healthcare and lifestyle specialist Road Communications is to roll out an awareness campaign for pharma company GlaxoSmithKline's migraine treatment.

Road's brief is to launch an integrated awareness programme for GSK's over-the-counter (OTC) migraine treatment Imigran Recovery.

The campaign is the first PR activity to support the brand since it was switched to OTC status in 2006 and is a major part of the brand's support activity in 2008.

The account, awarded in a competitive pitch, will be headed by Road principal consultant Jane Boston.

'Around 15 per cent of the UK population suffer from migraine, more than 70 per cent of them women,' said Boston. 'We are creating a campaign, using digital and traditional media, to encourage sufferers to reappraise the way they treat attacks.'

Road was launched last January and is part of the Little Corner Shop Group, which includes Honeycomb Software and Digital Rock.

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