Objective

Pharmaceutical Researchers and Manufacturers of America (PhRMA), the trade association for the leading pharmaceutical companies in the United States, hired CG&A to manage media relations and community outreach for the launch and subsequent rollout of Rx for Illinois (also known as the Partnership for Prescription Assistance), a major health initiative linking uninsured and underinsured Illinoisans with programs providing free or discounted medicines.

Action

Prior to kicking off the campaign, CG&A recruited organizational partners including the American Lung Association, American Cancer Society Illinois, Mental Health Association and Rainbow PUSH to help support the effort and spread the word about the benefits of the program. Working through partner organizations and doctors throughout the state, CG&A directed patients to the program’s website and hotline. CG&A also developed a program brochure, legislative briefing materials and a health fair kiosk to further enhance outreach efforts.

CG&A helped raise awareness of the Partnership for Prescription Assistance through outreach in minority communities across the Chicago region. In addition to participating in neighborhood health fairs, CG&A worked with members of the Illinois Legislative Latino Caucus to target nonprofit organizations serving the Latino community. CG&A provided program materials to organizations and organized staff trainings.

Results

CG&A generated hundreds of stories in newspapers and on TV and radio outlets around the state. CG&A also coordinated numerous community and media briefings and provided local support for PhRMA’s national prescription assistance bus tour when it visited Illinois cities. CG&A’s successful awareness campaign led dozens of organizations serving low-income and minority communities to become active partners of the Partnership for Prescription Assistance, helping more than 400,000 Illinoisans find programs offering free or discounted medicines.