JANSSEN

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THE CHALLENGE

Mebendazole Antiox, a drug from Janssen Pharmaceutica that is used to treat infections by worms, is in a category that has been on decline for six (6) straight years. It is also 5 times more expensive than its better known competitor.

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THE STRATEGY

Transform public perception of deworming from an optional to a mandatory treatment that uniquely favors the product.

Cause the inclusion of deworming in the National Budget by Waging War on Worms campaign.

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THE RESULTS

•Received an Anvil Merit Award
•Became a regional campaign by 2007
•40% increase in sales
•55 million pesos in media values
•adopted by Johnson & Johnson as its own Corporate Social Responsibility program

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