TV ad for contraceptive wins FDA's approval

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In a groundbreaking step by the U.S. Food & Drug Administration, a TV campaign supporting Pharmacia & Upjohn's female contraceptive injection product, Depo-Provera, is the first for a prescription drug brand to be allowed by the FDA to mention in the same commercial the brand name and the condition the product treats. Advertising Age reported June 30 that the FDA was near such a decision. The two-minute spots--with a full minute devoted to the legally required brief summary of warnings and side effects--break today in Kansas City, Mo.; Seattle; Nashville, Tenn.; and Columbus, Ohio. The campaign is from Omnicom unit HMC Consumer, New York, and will run for three weeks carrying the tagline, "Be sure of your plans. Be sure of your birth control."

Copyright July 1997, Crain Communications Inc.

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