Company: Schering-Plough
Campaign: Breathless Bethany Buttercup
PR Team: Schering-Plough and Zeno Group
Duration: March 2009 – ongoing
Budget: Under $250,000
Experience had shown Schering-Plough that it's difficult to garner media coverage for childhood asthma. The company knew it needed to do something different to bring attention to its latest drug, ASMANEX, which hit the market in 2008. The company partnered with Allergy & Asthma Network Mothers of Asthmatics (AANMA) to develop Breathless Bethany Buttercup, a children's storybook that uses the tale of a little ...