AMV attacks myths for Regaine

Pharmacia is launching an international print and poster campaign for the hereditary hair loss treatment Regaine, as it attempts to break down prejudices about treating baldness.

Abbott Mead Vickers BBDO has created the campaign, which launches on 29 July and focuses on the myths related to baldness and its treatments.

Two 48-sheet executions demonstrate the benefits of Regaine by showing preposterous folk remedies. "Cow licking features a man having his head licked by a cow, in the hope that this will stimulate re-growth of hair.

The second execution, "scalp spanking", shows a man having his head spanked.

Both executions use the endline: "For a proven way to treat hereditary hair loss, get Regaine."

Catherine Woddis, an account director at AMV, said: "While researching the brief, we discovered that our main problem was that people didn't know the brand and also didn't believe the product worked. Therefore we had to address the scepticism and also raise brand awareness."

The media for the campaign is handled through OMD UK. The outdoor work will be accompanied by a mid-July radio burst in London and internet activity, which will form part of an international campaign running until 2003. The online work is already active in Ireland and Australia.

The campaign was written by Laurence Quinn and art directed by Mark Norcutt. The photographer was Dave Modell.

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