America's Biopharmaceutical Companies Launch Groundbreaking, Multi-Year Initiative Heralding New Era of Medicine

WASHINGTON, Jan. 23, 2017 /PRNewswire/ -- The Pharmaceutical Research and Manufacturers of America (PhRMA) today launched a national, multi-year, advertising and public affairs initiative on behalf of America's Biopharmaceutical Companies. The campaign, GoBoldly, will showcase the industry's unsung heroes driving cutting-edge advances in science and highlight the tremendous opportunity that exists to tackle our most complex and devastating health conditions. 

Experience the interactive Multimedia News Release here: http://www.multivu.com/players/English/8004731-goboldly

The campaign will include national TV, print, digital, radio and out-of-home advertising. A new website, GoBoldly.com, will provide visitors with more information about the topics and themes featured in campaign advertisements, and the redesigned Innovation.org will provide in-depth information about exciting advances in biopharmaceutical innovation. #GoBoldly will be used across social media platforms to salute the sheer will and tenacity of patients and scientists fighting against disease every day.

Revolutionary biopharmaceutical science is the central theme of campaign advertisements featured at launch: Do Not Go Gentle, the first TV advertisement, features the iconic poem by Dylan Thomas and highlights real biopharmaceutical scientists who have an indomitable will to find the unfindable and cure the incurable. Cells, initial print and digital advertisements, highlights exciting scientific advances that are happening at the cellular level and will be featured in print and digital advertisements.

Additional advertisements will be introduced throughout the year focusing on bold advancements in science and featuring the stories of real researchers who are driving these cutting-edge advances alongside patients benefiting from the medicines that are being developed.

"Thanks to the tireless work of biopharmaceutical researchers and scientists, we have entered a new era of medicine that is transforming the way we prevent and treat disease," said Stephen J. Ubl, president and chief executive officer of PhRMA. "This campaign spotlights their perseverance and unwavering commitment to American patients for whom we all work."

In addition to paid advertising, the campaign will include comprehensive public affairs activities to foster a national dialogue with researchers, caregivers, patients and policymakers in forums around the country. These discussions will focus on what the new era in medicine means for patients and the health care system and the types of public policy solutions that are needed sustain this progress.

"We want to collaborate with stakeholders to advance commonsense solutions that foster the continued development of new medicines, enhance the private marketplace and make our health care system more responsive to the needs of patients," said Ubl. 

The campaign will include three distinct public affairs initiatives around the following core areas: Bold advancements in science; Value-driven health care and Public health. These efforts will officially kick-off in February and March.

• The New Era of Medicine: An initiative convened by the scientists at America's biopharmaceutical companies to foster a national dialogue on bold advances in science.
  
  
• The Value Collaborative: An effort to engage stakeholders across the health care system to advance policy solutions that will enable the private sector to lead the move to a value-driven health care system.
  
  
• Public Health: A public outreach and education campaign around critical public health issues facing America today.

To watch the new Go Boldly TV spot, visit https://youtu.be/VA--ZEJLoH8.

Learn more about the campaign at www.GoBoldly.com and www.Innovation.org.

For reporters interested in broadcast quality video and audio and photo stills, please contact [email protected].

About PhRMA
The Pharmaceutical Research and Manufacturers of America (PhRMA) represents the country's leading innovative biopharmaceutical research companies, which are devoted to discovering and developing medicines that enable patients to live longer, healthier and more productive lives. Since 2000, PhRMA member companies have invested more than half a trillion dollars in the search for new treatments and cures, including an estimated $58.8 billion in 2015 alone.

Connect with PhRMA
For information on how innovative medicines save lives, please visit:
www.PhRMA.org
www.Innovation.org
www.Facebook.com/PhRMA
www.Twitter.com/PhRMA

SOURCE Pharmaceutical Research and Manufacturers of America (PhRMA)