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Another celebrity pitch from Shire

Executive Summary

After being cited by FDA for its promotion of Adderall XR (amphetamine salts) on YouTube, which featured celebrity carpenter Ty Pennington, the company launched a Web site featuring actor/comedian Howie Mandel aimed at promoting adult ADHD awareness. In the Adderall YouTube video, Pennington promotes the use of Adderall using voice inflection to emphasize words like "amazing" (1"The Pink Sheet," Oct. 6, 2008, p. 12). The new Web site is more of a public service campaign, with links to ADD and ADHD organizations, and nowhere mentions Adderall. The Adult ADHD Is Real campaign (www.adultadhdisreal.com) highlights the disease with Mandel's personal story. "I found it difficult to sit down and read a script for work, or even have a conversation - you know the kind when you're actually listening without interrupting?" he writes. Mandel is also the voice in three radio promotions and the subject of three television clips to increase adult ADHD awareness

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