History

The war on counterfeit medicine - helping consumers to smell a rat

Our Real Danger campaign educates people about the dangers of counterfeit medicines and the hazards of buying prescription-only medicines from unregulated sources.

As revolting as it sounds, counterfeit medicines have even been known to contain rat poison and it was this shocking fact that sparked the creative idea for our much-talked about cinema commercial, a powerful and impactful film which provoked strong public reactions - showing how effective it has been.

The campaign was taken to the next stage with a multi-media campaign seeing the launch of the TV version along with roadside and washroom posters, online messages and a 'Men at work' roadshow travelling around the UK during 2009.