1 April 2011

The next phase of NPS’s Be Medicinewise campaign will launch on Sunday 3 April and focuses on safety in the context of medicine brand choices.

The campaign aims to educate people about the difference between a brand name and the active ingredient in a medicine, and where to find the active ingredient on the medicine packet or label.

“Switching brands generally has little impact but for some people it can lead to confusion and subsequent medicine mishaps. It’s important people understand their medicine options and are able to make informed decisions for their personal circumstances,” NPS clinical adviser, Danielle Stowasser said.

“With a number of blockbuster medicines coming off patent in the next few years, it’s timely to pick up the conversation about medicine options again and build on our last award-winning generics campaign.”

Health professionals should be aware NPS is providing information to consumers to explain the differences in medicines names and why there is a choice, and they should expect an increase in questions about this.

The campaign will commence with TV advertisements on Channel 7, 7TWO and SBS and print advertisements in Pacific Magazines including Men’s Health, Women’s Health, Better Homes and Gardens and New Idea. Ads will also run in some trade publications to inform health professionals about the campaign messages and new resources that will be available to order from NPS in coming months.

Government funding for this campaign will be provided over the next three years. The advertising, messaging and resources will continue to evolve and be informed by ongoing evaluation of each phase.

For more information go to www.nps.org.au/medicinewise

 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.