Client: ACTIVELLA/Pharmacia

Challenge: Public relations campaign for "Speaking with an Active Voice" grant program, sponsored, in part, by Pharmacia Corporation, marketers of the hormone replacement therapy ACTIVELLA. The purpose of the program was to elevate knowledge of the potential benefits of hormone replacement therapies such as ACTIVELLA, the general topic of menopause, its general effect on women's bodies and its potential effect on women's health.

Candidate Profile: Credible, female personality in the general age-range of menopausal women.

celebrityFOCUS Solution: Meredith Baxter, star of the hit series "Family Ties" as well as numerous made for TV movies.

Chosen Medium: Baxter participated in three days of intense media activities, including nationally broadcast TV, radio and print interviews in addition to a national satellite media tour.

Results: Due to the successful initial response resulting in hundreds of grant applications from women around the country received in the first weeks of the program, six regional media dates were added. Fifteen grant winners announced in October, 2001. The success of an articulate, believable spokesperson, has resulted in the program being renewed for the year 2002.