Pfizer launched a television, print and online campaign in support of the effort.  According to CMD Global, Pfizer's "multi-platform campaign ran with the central image of a rat coming out of a person’s mouth. The ‘regurgitated rat’ campaign was rolled out across TV, cinema and in the press. In order to reach those most likely to be purchasing counterfeit drugs, the online community, Pfizer re-directed users searching under health and medical terms to a dedicated website giving information about illicit drugs."

The campaign's video appears below.