Roche will launch an unbranded advertising campaign in the U.S. called “Flu Facts,” featuring characters from a new animated movie, Happy Feet, to be released by Warner Bros. on November 17.  The campaign, which officially launches today, will deliver simple educational messages about influenza prevention and treatment in a series of print, television and on-line ads, complemented by a new web site, www.fluFACTS.com.  

“Our goal is to join the public health community in raising awareness about how Americans can minimize the incidence of seasonal flu, which brings significant health and economic burdens to the country each year,” said Mike McGuire, vice president, anti-infectives, Roche. “The Flu Facts campaign represents a creative approach to driving home important health messages, while providing a comprehensive on-line information resource.” 

The ads are designed to be engaging and easy-to-understand, advising people about the new web site, www.fluFACTS.com, where they can reference information and practical advice consistent with health expert guidance.  The site outlines specific steps that can be taken to protect against flu including vaccination, use of antiviral medications and good hygiene practices.  The site will also address how to identify flu versus cold symptoms; the importance of seeing a doctor for early and accurate diagnosis; how to track flu spread in local areas; and more.

About the Ads

“Happy Feet presents a wholesome storyline in a wintry backdrop that serves as an ideal platform for communicating to consumers, especially moms, about the flu,” said McGuire.  “The Flu Facts campaign represents a new approach for the industry, combining disease awareness and education with pop culture and creativity.” 

Roche is the only pharmaceutical company partnering with Warner Bros. to feature the Happy Feet characters in advertising.  The Happy Feet stars will appear in unbranded Flu Facts print ads beginning in November magazines, with national television ads starting October 23. The television ads include :30 and :60 second spots, which will air on all major networks and cable stations.

Full page print ads will appear in national magazines including Fitness, Family Circle, O, Martha Stewart Living, and others.  There will be on-line advertising on sites such as www.ivillage.com.  Roche is extending the campaign to airports and movie theatres.

Happy Feet is slated to hit theatres on November 17, just around the time when cold and flu season begins in the U.S.  Influenza is a serious illness that affects up to 40 million Americans every year, causing disruption to their daily lives, and leading to 200,000 hospitalizations and 36,000 deaths annually.  In a typical year, it is estimated that influenza may result in as much as $10 billion in lost productivity. 

According to the Center for Disease Control & Prevention (CDC), there are many actions that can be taken to protect against flu, including:

• Vaccination – the single best way to prevent the flu

• Antiviral medications – play an important role in flu prevention and    treatment

• Good health habits – simple steps can help reduce spread of germs

Antivirals can help prevent flu following exposure to an infected person, and as a treatment, they reduce the duration of illness.   

About Happy Feet

In the great nation of Emperor Penguins, deep in Antarctica, you’re nobody unless you can sing — which is unfortunate for Mumble, who is the worst singer in the world.  He is born dancing to his own tune…tap dancing.  Mumble’s mom, Norma Jean, thinks this little habit is cute, but his dad, Memphis, says it “just ain’t penguin.”  Besides, they both know that, without a Heartsong, Mumble may never find true love.  Leaving home, Mumble meets the Adelie Amigos, led by Ramon.  The Adelies invite Mumble to party with them in Adelie Land, where Mumble seeks the counsel of Lovelace the Guru, a crazy-feathered Rockhopper penguin who will answer any of life’s questions for the price of a pebble.  Together with Lovelace and the Amigos, Mumble sets out across vast landscapes and, after some epic encounters, proves that by being true to yourself, you can make all the difference in the world.

Happy Feet will be released by Warner Bros. Pictures, a Warner Bros. Entertainment Company, and in select territories by Village Roadshow Pictures.  For more information, visit www.happyfeetmovie.com.

About Roche

Hoffmann-La Roche Inc. (Roche), based in Nutley, N.J., is the U.S. pharmaceuticals headquarters of the Roche Group, one of the world’s leading research-oriented healthcare groups with core businesses in pharmaceuticals and diagnostics.  For more than 100 years, the Roche Group has been committed to developing innovative products and services that address prevention, diagnosis and treatment of diseases, thus enhancing people's health and quality of life.  An employer of choice, in 2005, Roche was named one of Fortune magazine’s Best Companies to Work For in America, one of the Top 20 Employers (Science magazine), ranked as the No. 3 Best Company to Work For in NJ (NJ Biz magazine), the No. 1 Company to Sell For (Selling Power), and one of AARP’s Top Companies for Older Workers.  For additional information about the U.S. pharmaceuticals business, visit our websites: http://www.rocheusa.com or www.roche.us.

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(973) 562-2882

terence_j.hurley@roche.com 

Sue Preziotti, Fleishman-Hillard

(212) 453-2144

preziots@fleishman.com