Speaking Channel TV’s newest PR talk-show Inside Communications has released its latest interview with Lindsay Deefholts of Cohn & Wolfe. Ms. Deefholts recently sat down with host Mike Bako at Inside Communication’s studio in Midtown Manhattan to discuss their award-winning campaign for Merck and IAPAC’s global, landmark study of over 2,000 people living with HIV and AIDS.
The AIDS Treatment for Life International Study, or ATLIS, collected information from patients from both a treatment and personal perspective – a first for a study of its kind. IAPAC was able to present the study’s findings, which included new information on medication compliance and co-morbidities, or other serious diseases that can affect HIV/AIDS patients, to National Institute of Health to create the first treatment guidelines for HIV.
“Before this study, we didn’t have a global snapshot of what patients have been dealing with,” explained Ms. Deefholts. “We just didn’t want just cover the negatives in the study, we were actually able to learn about some positives that are able to give people a lot of hope.”
Cohn & Wolfe was able to create a wide-range of media buzz with a global launch strategy that included a presentation at the International AIDS Conference in Vienna, a media launch through a global press briefing and a partnership with study sponsor Merck to create a turn-key global media strategy. The most important people to reach during their campaign, however, were the people whose lives are affected by this disease the most.
“It’s important to get to physicians and very important to get to patients. Thankfully, we were very successful on that part,” said Ms. Deefholts.
The interview is available online. To watch the interview and learn more about ATLIS 2010, click here.
About Cohn & Wolfe
Cohn & Wolfe, a global communications agency, builds brands and corporate reputations through an uncompromising commitment to creativity. The agency’s strategic approach unearths fresh, relevant insights leading to communications solutions that deliver measurable business success. Over its 40-year history, Cohn & Wolfe’s award-winning brand marketing work and world-class digital media campaigns have attracted top brands around the world. In 2011, Advertising Age recognized Cohn & Wolfe’s independent-minded, entrepreneurial culture, naming it one of the “Best Places to Work in Marketing & Media.” The agency has more than 1,000 employees throughout more than 50 offices across North America, EMEA, and Asia. Cohn & Wolfe is part of WPP (Nasdaq: WPPGY), one of the world’s largest communications services group.

About Inside Communications
Discussing the strategic brilliance of PR campaigns is one of the main focuses of Inside Communications with Mike Bako. Featuring guests from all sectors of PR, viewers improve their understanding of what it takes to develop and execute a successful PR campaign. To view videos of previous shows, click here. To be a guest on Inside Communications, please e-mail

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