Havidol
{{Short description|Satirical advertising campaign}}
Havidol (avafynetyme HCL) is a parody campaign for a fictional medication to treat a fake psychological disorder called Dysphoric Social Attention Consumption Deficit Anxiety Disorder (DSACDAD). [Pronounced Dee-sack-dad] The name is a play on the phrase: "have it all"; its pseudo-chemical name, "avafynetyme HCL", reads, "Have a fine time".
History
According to the artist, Justine Cooper, the "official HAVIDOL website", havidol.com, had 5,000 hits within a few days of its creation, and some visitors to her gallery have believed HAVIDOL to be a real prescription drug.Reuters (Fri Feb 16, 2007 2:40PM EST) [https://www.reuters.com/article/domesticNews/idUSL165119520070216?&src=021607_1724_ARTICLE_PROMO_also_on_reuters Fake drug, fake illness -- and people believe it!] last accessed 2007-02-24
HAVIDOL was presented at the 18th Consumers International World Congress on The Ethics of Drug Promotion held in Sydney, Australia October 29 to November 1, 2007.{{Cite conference |last1=Ridberg |first1=Ronit |last2=Carbona |first2=Gene |last3=Cooper |first3=Justine |contribution=SESSION 8 (plenary), Media technologies and public campaigning, Panel discussion |title=International World Congress, Holding Corporations to Account, Luna Park, Sydney, October 29 to November 1, 2007| url = http://consint.live.poptech.coop/Templates/Internal.asp?NodeID=97099?NodeID=96053Consumers |publisher=Consumers International and CHOICE |date=2007-10-31 |contribution-url=http://www.consumersinternational.org/shared_asp_files/GFSR.asp?NodeID=97098 |archive-url=https://web.archive.org/web/20071204002206/http://www.consumersinternational.org/shared_asp_files/GFSR.asp?NodeID=97098 |archive-date=2007-12-04}}
Justine Cooper
Australian artist Justine Cooper created the marketing campaign as a social satire on the tactics used by the drug industry to sell prescription medications. The pseudo advertising campaign also examines our collective desire and expectation, that there is always room for improvement, and our doubts as to whether we are ever good enough, or have enough.{{cite news| last = Wenner| first = Melinda| title = Art Tackles Big Pharma: A Few Creative-types Raise Awareness About Disease-Mongering | publisher = Wired Science | date = 2007-11-13 | url = https://www.pbs.org/kcet/wiredscience/story/81-art_tackles_big_pharma.html| accessdate = 2008-01-06}}{{cite news | last = Palan| first = Simon| title = Spoof drug exposes big pharma's 'disease mongering'| publisher = ABC News| date = 2007-10-30| url = http://www.abc.net.au/news/stories/2007/10/30/2074586.htm| archive-url = https://web.archive.org/web/20071030185810/http://www.abc.net.au/news/stories/2007/10/30/2074586.htm| url-status = dead| archive-date = October 30, 2007| accessdate = 2008-01-06 }} Cooper stated she intended the exhibit to be humorous, but subtle. The campaign recreates the entire drug marketing process. It starts from the invention of a new disorder to the branding process of naming the drug, its pill and logo design, and promotional merchandise. The campaign was on display at the Daneyal Mahmood Art Gallery in New York City from February 8 to March 17, 2007, and included TV, print and billboard ads along with merchandise and branding material.{{cite news | title = "Havidol" at NY's Daneyal Mahmood| publisher = Artinfo | date = 2007-02-26 | url = http://www.artinfo.com/articles/story/24396/havidol-at-nys-daneyal-mahmood| accessdate = 2008-01-06}}
Cooper had the initial idea while waiting for a flight at the Los Angeles International Airport. She viewed her first direct-to-consumer (DTC) pharmaceutical advertisements, promoting drugs for allergies, insomnia, depression, and erectile dysfunction, while watching the news on TV. DTC advertising is only allowed in the United States and New Zealand. She received funding from the Australia Council for the Arts, the Greenwall Foundation in New York, and the New York State Council on the Arts.{{cite web| last = Donahue| first = Marylyn (Special Projects Editor)| title = When Branding Is Art| publisher = PharmExec.org| date = 2007-10-15| url = http://pharmexec.findpharma.com/pharmexec/Supplements/When-Branding-Is-Art/ArticleStandard/Article/detail/465558?contextCategoryId=43508| accessdate = 2008-01-06| url-status = dead| archiveurl = https://web.archive.org/web/20110711002949/http://pharmexec.findpharma.com/pharmexec/Supplements/When-Branding-Is-Art/ArticleStandard/Article/detail/465558?contextCategoryId=43508| archivedate = 2011-07-11}}
=Testimonials=
Testimonials of the drug have revealed patients feelingCooper, Justine [http://www.havidol.com HAVIDOL: When More is Not Enough] last accessed 3 December 2008
- renewed interest in themselves
- increased ability to spend
- higher risk tolerance
- better quality consumer decisions
- improved social attention-getting skills
- return to former self-esteem levels
- supplementary stamina levels
- augmented vision
- a surge in well-being
References
{{Reflist}}
External links
- [http://daneyalmahmood.com/ArtistsPages/Justine/PastExhibitions/JustineHavidol.html Justine Cooper's Havidol pages at the Daneyal Mahmood Gallery, New York]
- [http://justinecooper.com Justine Cooper's website]
- [http://justinecooperphotography.com/ Justine Cooper's Photography website]
Category:Visual arts exhibitions