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November 10, 2008
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, 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.

via ReklameFeber

Comments on this entry

Excellent work by Granath Euro RSCG!


Posted by: Arthur at November 11, 2008 08:50 PM


Nicely thought out campaign, and something that was obviously needed.

But i think it raises other questions, like why are there so many taking prescription medicine?

Surly this its not such a good thing and the reason why it makes viable for sites that sell counterfeit and potentially dangerous products like this... and without a prescription! what do these people really use the drugs for?

Posted by: Dan from Idea Bounty at November 13, 2008 09:17 AM


This is quite an interesting campaign. Instead of being a website that strictly lists the warning signs of the fake websites it is somewhat interactive, which makes for a more interesting campaign.
It's amazing how people can get away with this, but what amazes me even more is that people actually think they can attain perscription medication without a perscription. There are so many scam sites that you think this kind of site would be top of mind.

Posted by: Kara at November 14, 2008 07:13 PM


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