The American Medical Student Association came to us with the task of convincing people to use generic medications. Our research revealed the majority of patients do not misconstrue the value of generic drugs, they simply accept whatever is prescribed without asking any questions.
We flipped the big pharma phrase "ask your doctor" on its head, calling on patients to save money by asking about generic alternatives. Plot twist, a couple of ad students are convincing people NOT to buy the name brand.
We crafted a brochure that AMSA and NPA would help distribute in participating doctors' offices.