Bayer Corp. is running an educational print campaign to draw attention to improper hand washing and the misuse of antibiotics.
A study by Wirthlin Worldwide found that almost one-third of people do not wash their hands after using the restroom although 94% in a telephone survey claimed they do.
"We decided there was a need to do more education and to take a leadership role," said a Bayer spokesman. "It sounds like something your mom told you and seems innocuous, but hand washing works."
$1 MILLION CAMPAIGN
The unusual $1 million consumer and physician-focused effort comes from Bayer's pharmaceutical division, which markets the antibiotic Cipro, with approximate annual sales of $700 million.
Ads from Chandler Chicco, New York, explaining "bacterial resistance" ran last week in The New York Times and USA Today, and a week earlier in The Wall Street Journal. The ads list an 800-number that consumers can call for further information.
The trade portion of the campaign will run through November in medical journals.
The Pharmaceutical Research & Manufacturers of America has its own TV campaign, from Rob-inson Lerer Sawyer Miller, New York. Spots include one that focuses on a Pfizer researcher who develops new antibiotics for resistant bacterial strains.
Reckitt & Colman's Lysol disinfectant is on the air with a TV campaign created by Ammirati, Puris, Lintas, New York, that addresses germs and clean hands.