CSRxP campaign kicks off with fake drug ad for 'PriceGougi$ol'

The Campaign for Sustainable Rx Pricing on Tuesday launched a multimillion advertising campaign against high drug prices.

The nonpartisan group — comprised of leaders from all realms of the healthcare industry — seeks to "hold big pharma accountable for their out-of-control prescription drug prices," according to CSRxP's website.

CSRxP's first national advertisement mocks typical direct-to-consumer drug commercials by advertising a yellow pill called "PriceGougi$ol."

"Say goodbye to affordability and say hello to losing control," the ad says. "Discover PriceGougi$ol, the newest drug from big pharma."

The advertisement, which shows an elderly couple riding their bikes in a park, lists potential side effects of the drug as overdrawn bank accounts, bad credit scores and higher healthcare costs, among others.

CSRxP says it plans to release more ads in the next few months. The coalition also developed a series of market-based solutions to help lower drug costs and plans to enact grassroots initiatives in states across the country to help patients, physicians and businesses struggling with the cost of medications.

To view the PriceGougi$ol ad, click here.

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