Glaxo Wellcome has hired CPR Worldwide to mount a pan-European
anti-smoking campaign ahead of the launch of its first smoking cessation
Work started last week on the consumer and specialist healthcare
account, which carries a six-figure fee and is based in London.
The account was won after a three-way pitch against Manning Selvage and
Lee and Cohn and Wolfe.
The brief is to raise public and governmental awareness of the heath
hazards and cost to the taxpayer of smoking-related illness. The agency
is co-ordinating the account, liaising with the European offices of
Glaxo Wellcome claims Zyban, which is taken orally, is the first
non-nicotine prescription medication to help people quit smoking.
CPR will handle launch activities and target both consumer and medical
audiences, and will also work with the World Health Organisation (WHO)
to produce educational materials about the hazards of smoking.
The work is part of the European Partnership Project on Tobacco
Dependence, a WHO initiative taken up in conjunction with Glaxo Wellcome
and rival pharmaceutical giants Pharmacia and Upjohn and Novartis
’Part of the brief is to highlight the benefits of initiating smoking
cessation projects to governments,’ said CPR Worldwide director, Steve
Pending governmental approval, Glaxo Wellcome expects to launch Zyban in
the Netherlands within the next two months. It has already been
successfully launched in the US, Canada and Mexico and has helped more
than one million people quit smoking.
There are around 1.1 billion smokers in the world.