Pfizer/Eisai Aricept
Executive Summary
Direct-to-consumer print campaign will run from mid-April through December in publications for the elderly and in women's general interest magazines. The ads ask "Is it just forgetfulness...or Alzheimer's disease?" and stress that when memory loss, repeated questions and trouble using words affect everyday life, "they may not be part of normal aging." Lyons, Lavey, Nickel, Swift (New York City) created the campaign...