PIA Presents A New Image

The smile of a child, his sincere wish for a better tomorrow, with longer and healthier life, this is the core of PIA's new emotion driven campaign.
PIA gets ready to face the challenges of this new era with strength and conviction by presenting a refreshing communication effort which will
show PIA as a united front, as a living entity, a spokesperson with a social function. The tone and manner of the campaign reaches our consumers at the heart, ensuring this new message will capture the attention of Puerto Rico, generating the goodwill and positive empathy we seek towards the Pharmaceutical Industry Association. The campaign presents PIA with a new face, starting with a change in the logo which brings with it an updated and more dynamic personality. In a simple yet relevant tone, it seeks to represent more than just the manufacturing
side of the industry and explain what the PIA initials stand for. In PIA's new logo, each side of the hexagon represents the link of the key
components of the Industry and how one cannot work without the other. Research and development, biotechnology, chemistry, manufacturing,
sales and marketing, and of course, people - the human capital needed to make things happen, define what the Industry stands for. Each side is
equally important, and when working together takes on a unique shape. The pharmaceutical industry in Puerto Rico is identified by the hard work
and contribution of many people working to change an d improve other people's lives. The campaign stretches to different media to reach as far
as possible into the Puerto Rican community. The TV execution presents the value and wonderment of multigenerational relationships. The print
campaign shows kids hoping that one day they’ll be able to enjoy time with their great-great-grandchildren. Finally PIA will take advantage of the visual impact of billboards to educate consumers about various industry facts. This effort has been lead with enthusiasm and dedication by the public relations committee chaired by Mike Sweitzer. PIA believes in the success of this integrated communication effort and knows that this breakthrough campaign will generate a long lasting sense of pride in each and everyone of you.

For the health of the community and a healthy economy.