Consumer healthcare industry’s best recognised at ASMI D iamond A wards

15 November 2013

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In the newly introduced Judge's Choice Awards, Pfizer's Centrum for Men and Centrum for Women was recognised as the best demonstration of Quality Use of Medicines/Health Literacy. Centrum ensured that the spectrum of the product's multiple health benefits was communicated simply and visually on packs through the use of health benefit icons.

This simple iconography was integrated across all elements of the product's campaign. This was further supported with a strong educational package.

"This new award celebrates campaigns by ASMI members that help consumers make informed choices about their health and the medicines they use. Pfizer's Centrum for Men and Centrum for Women is an excellent example of industry promoting quality use of medicine and advancing consumer health." said Ms Maiese.

The judging of the awards was conducted independently of ASMI, by an expert panel of eight industry representatives.

The awards dinner, which concluded the ASMI's Annual Conference, was sponsored by Bayer.

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ENDS

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About ASMI:

The Australian Self -Medication Industry (ASMI) is the peak industry body for the Australian self care industry representing consumer healthcare products including over-the-counter medicines and complementary medicines. ASMI's mission is to promote better health through responsible self care.

This means ensuring that safe and effective self care products are readily available to all Australians at a reasonable cost. ASMI works to encourage responsible use by consumers and an increasing role for cost-effective self-medication products as part of the broad national health strategy.

www.asmi.com.au

For more information or to

arrange a media interview, please contact:

Michelle Sollitt-Davis

PR Manager, Australian Self Medication Industry (ASMI)

M:0422 084 951 E:

michelle@asmi.com.au