To strengthen its relationship with the transplant community, Astellas Pharma US, manufacturer of Prograf, an immunosuppressant drug for liver, kidney, and heart transplant patients, decided to launch an essay contest that would allow five organ donors and their guests to decorate and ride a float in the annual Rose Parade in Pasadena, CA. Fleishman-Hillard assisted on the effort.
Strategy
"It's important that we recognize that transplant patients and donors have gone through a life-changing experience," says Maribeth Landwehr, associate director of corporate ...