Abstract
In this week’s editorial, I wanted to talk to you about some interesting—and I think well-done—recent ad campaigns in the chemistry enterprise. The first example is by Pharmaceutical Research & Manufacturers of America (PhRMA), one of the drug industry’s largest trade groups. If you read last week’s issue of C&EN, you’ll remember that our cover story opened with a description of PhRMA’s newest campaign, “GoBoldly.” The campaign, as reporter Rick Mullin describes, is an attempt by the pharmaceutical industry to restore its image and regain public trust after sustained criticism over pricing and how the industry conducts its business. The centerpiece of the campaign is a beautiful and superbly done video commercial, with high production standards. It really feels like a movie trailer, with excerpts from a poem by Dylan Thomas and music by composer Jonathan B. Buchanan. Earlier this year, another drug industry trade group, the Association of the
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