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Description: Interactive Microsite in flash showing clickable keywords positioned in the shape of a bone with layers of information depending on the keywords clicked. At the bottom of the page are three images representing a normal bone, a osteopenic bone and an osteoporotic bone. When clicked, all links direct to the Actonel consumer website. The print ad promotes the website.

Click on theinsidestoryonbones.com to visit site

Brand name: The inside story on bones
Generic name/category: disease awareness
Company: Procter & Gamble P&G pharmaceuticals and Sanofi Aventis
Country/Market: USA, North America
Indication(s)/use: osteoporosis
Target: Consumers (DTC)
Tagline: The alliance for better bone health
Medium: Microsite and single-page print ad
Publication/Aired: 2009

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Fibromyalgia pain is real. And so is treatment with Lyrica

Lyrica is the first treatment indicated in Canada for the management of pain associated with fibromyalgia in adults.

Brand name: Lyrica
Generic name/category: Pregabalin, Anticonvulsant
Company: Pfizer
Country/Market: Canada, North America
Indication(s)/use: Fibromyalgia, pain management
Target: Healthcare Professionals (HCP)
Tagline: Fibromyalgia pain is real. And so is treatment with Lyrica
Medium: Print ad
Size/duration: single-page
Publication/Aired: New England Journal of Medicine (NEJM) – August 27, 2009

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Clear the way

Introducing the first and only once-daily combination acne treatment with adapalene and benzoyl peroxide.

New Epiduo gel – enhanced efficacy and convenience for your acne patients

Adapalene is a third-generation topical retinoid primarily used in the treatment of mild-moderate acne and is also used (off-label) to treat keratosis pilaris as well as other skin conditions. It is currently marketed by Galderma under the trade names Differin in some countries, and Adaferin in India.

More on Wikipedia

Benzoyl peroxide is a chemical in the organic peroxide family. It consists of two benzoyl groups (benzoic acid with the OH of carboxylic acid removed) joined by a peroxide group. Acceptable condensed structural formulae include C6H5-COO-OOC-C6H5, PhCO-O-O-COPh, and (PhCO)2O2.

Benzoyl peroxide is used as a radical initiator. Homolytic cleavage of the weak oxygen-oxygen bond forms benzoyl free radicals which trigger further reactions.

Jack Breitbart of Revlon laboratories first developed benzoyl peroxide’s use for treating acne in the 1920s. It is typically placed over the affected areas in gel or cream form, in concentrations of 2.5% increasing through the usually effective 5% to up to 10%. Research suggests that 5 and 10% concentrations are not significantly more effective than 2.5% and 2.5% is usually better tolerated.

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Brand name: Epiduo
Generic name/category: adapalene and benzoyl peroxide
Company: Galderma
Country/Market: USA
Indication(s)/use: Acne
Target: Healthcare Professionals (HCP)
Tagline: Clear the way
Publication: Contemporary Pediatrics April 2009

Understand the risks. Feel the benefits.

Celecoxib (INN) is a non-steroidal anti-inflammatory drug (NSAID) used in the treatment of osteoarthritis, rheumatoid arthritis, acute pain, painful menstruation and menstrual symptoms, and to reduce numbers of colon and rectum polyps in patients with familial adenomatous polyposis. It is marketed by Pfizer. It has the brand name Celebrex and Celebra (in other countries) for arthritis and Onsenal for polyps. Celecoxib is available by prescription in capsule form.

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Field and Stream May 2009

Creating a new Audio Service model.

Creating a new Video Service model.

Creating a new Audio & Video Service model.

Technologies for creativity
www.giochidiluce.it

Agency: DLVBBDO+Proximity
Creative Directors: Federico Pepe, Stefania Siani
Art Director: Davide Colombo
Copywriter: Mattia Cugini
Photographer/illustrator: Alessandro Bavari

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