NPS Brand Choices campaign returns to television screens

31 October 2011

The NPS brand choices advertising campaign returned to screens around Australia this weekend, with a burst of activity — which includes a new television advertisement — running on Channel 7 and 7TWO from Sunday 30th October until mid December.

The consumer campaign will continue to focus on promoting safety in the context of multiple medicine brands, and the importance of knowing how to find the active ingredients.

NPS Head of Programs Ms Karen Kaye says the campaign is intended to educate consumers on how and ‘why’ it is important to differentiate between the brand name and the active ingredient of a medicine.

“It’s imperative to know the difference between the active ingredient and the brand name of a medicine, to avoid double dosing and medicine mishaps,” says Ms Kaye.

“Encouraging consumers to ask questions of their health professional is key to preventing mix ups with medicines.

“To help ensure patient safety, minimise confusion, and ensure better health outcomes for Australians, we continue to encourage pharmacists to hold informed conversations with their customers and patients about the most appropriate medicine brand choices to maximise the safest outcome, and GPs to inform patients that they may be offered a choice between brands.

“The more knowledge people have about their medicines, the better placed they are to make wise choices.”

Pharmacists will recall having received collateral earlier in the year to support their involvement in campaign, including the Medicine brand choices brochure and the NPS Medicines List.

To complement the television campaign, full page advertisements will also feature in the December and January issues of magazines including New Idea, Better Homes and Gardens, Prevention and Diabetic Living.

For more information and to view the new television advertisement, visit www.nps.org.au/bemedicinewise/brand_choices.

ENDS

Independent, evidence-based and not-for-profit, NPS enables better decisions about medicines and medical tests.We are funded by the Australian Government Department of Health and Ageing.