Crime Medicine made in Sweden
Crime Medicine has nothing to do with CSI. Crime Medicine is a campaign launched in Sweden to inform citizens that more than 60 percent of prescription drugs sold on the internet are counterfeit and potentially dangerous, or substandard.
The online experience starts on a fake online pharmacy, but after a few seconds the user is taken to the backstage of the site, to discover the truth that hides behind that e-tailer.
You don’t have to speak Swedish to appreciate the video and the website, but in case you are interested in learning more about the reasons and the goals behind the action, you can read the press release on the Swedish Medical Products Agency. Among the other things, you will be surprised to discover that 3 percent of the Swedish population between 25 and 65 years old claim in a survey from 2007 that they have ordered medications on the internet.
The interesting part of the campaign is the integration of Web and TV since on TV the commercial tries to lure visitors to visit www.crimemedicine.com, with the promise of being able to buy drugs without prescription.
If I understood it correctly, Crime Medicine has been visited by over 400.000 visitors in less than a month. Not sure whether we should look at this data as the proof of the quality of the campaign or, rather, as the proof such a campaign was needed in Sweden.
The agency is Granath Euro RSCG.