Safe.Pharmacy, a website dedicated to protecting individuals with safe medication tools and resources, has rolled out its first PSA aimed at combating counterfeit medications. Titled “Bad Meds”–the fakest movie ever created–the PSA features actor Danny Trejo, who is on a mission to raise consumer awareness about the dangers of counterfeit medicine.
Forensic lab testing reveals that four out of every ten counterfeit pills contain a potentially lethal dose of harmful ingredients. In fact, according to The World Health Organization, more than one million deaths occur annually from counterfeit or substandard medicine and drugs. With the COVID-19 pandemic driving more than half of American consumers to purchase medicine online and 95% of the world’s 35,000 online pharmacies operating illegally, the risk of receiving “Bad Meds” is greater than ever before.
“I’ve lost so many friends, and as someone who has seen it from both sides of the fence, it has gotten so much worse over the years,” said Trejo. “This partnership that we’ve developed is what really needs to continue around the world. Since I’ve partnered with the L.A. County Sheriff’s Department in the past to help rehabilitate individuals, this PSA felt like a natural fit for me to participate in. I’m dedicated to making a difference, especially when it comes to illegal and counterfeit drugs, and I’m excited to see others are just as committed as I am to ending this horrible problem that only continues to get worse.”
With the help of the Los Angeles County Sheriff’s Department, the Alliance of Safe Online Pharmacies (ASOP), the National Association of Boards of Pharmacy (NABP), The Department of Homeland Security, The National Intellectual Property Rights Center, Crime Stoppers and the Los Angeles Police Department, “Bad Meds” came to life. The PSA, which showcases fake movie sets with Trejo at the forefront, is focused on targeting vulnerable patients, including minority and homeless communities who are more at-risk for receiving counterfeit drugs.
“Bad Meds” was developed by creative studio The-Artery. This hero film was directed by Ben Nicks via The-Artery. Heading the team at The-Artery was founder/chief creative office Vico Sharabani.
