BrandMoxie organizes Abu Dhabi medications safety campaign

It is the first large-scale public awareness campaign for the recently formed health authority.

The campaign, which taught the public the importance of proper dosing and disposal of medications, also covered topics related to antibiotic administration, poison control and homeopathic remedies.

Carried out as a fully integrated campaign, "Know Your Medication" targeted both the general public and health professionals. It kicked off on 29th December with a seminar for pharmacists and other health professionals in the emirate. It explained the objectives of the campaign and enlisted the participation of health centres and pharmacies, ahead of the weeklong campaign which began on the first day of the new year.

The campaign was founded upon a PR communication plan which began with a press conference, and followed with a weeklong of editorials in newspapers on the same health topics covered by the campaign.

Reinforced by radio, newspaper and outdoor advertising, the campaign also included the placement of posters at pharmacies around the emirate as well as all GAHS public hospitals.

The initiative borrows on a popular health campaign concept, quite popular in the US and the UK, of 'brown bagging' medication and obtaining advice from health professionals. Similarly, as part of 'Know Your Medications,' the public received empty bags through a high circulation newspaper and encouraged to bring their medications to GAHS counters set up at all public hospitals and four malls: Abu Dhabi Mall, Marina Mall, Mina Coop and Al Ain Mall.

Principal sponsors for the campaign were Pfizer, GlaxoSmithKline, and secondary sponsors were MPC, Biologix and Bin Sina.