• by Tanya Gazdik , October 8, 2010

Pfizer Consumer Healthcare, maker of Advil pain-relief products, is launching a consumer campaign encouraging Americans to clean out their medicine cabinets and properly dispose of unwanted, expired and recalled products.

A recent poll shows that nearly half of Americans do not always look at the expiration date on over-the-counter medications before taking them. Opinion Research Inc. conducted a national telephone survey of 1,000 adults age 18 or older living in the continental United States. The survey was conducted Sept. 24-27.

Pfizer is providing a coupon for a free bottle of Advil to the first 500,000 eligible people who register. Consumers can register for a coupon for a free bottle by visiting www.MedicineCabinetSafety.com, which is also linked at Advil's main Web sites, advil.com and takeadvil.com. The coupon is valid for one package of either 24-count Advil tablets or 20 count Advil liquid-gels.

The pharmaceutical company is also partnering with Suzy Cohen, author of "The 24-Hour Pharmacist," to offer essential tips on medicine cabinet safety. Pfizer promoted the effort with an appearance by Cohen on "The View" morning talk show, where she gave tips to consumers on how to clean out their medicine cabinet and directed viewers to the Web site with the free Advil giveaway.

The company is planning a satellite media tour with Cohen later this month where TV stations around the country can interview her for local broadcasts, according to a Pfizer spokesperson.

The effort is also being promoted with print and TV, the spokesperson says. The TV spot can also be viewed at takeadvil.com. "This is the first proactive campaign for Advil since Pfizer acquired Wyeth" last year, according to the spokesperson.

Tips that Cohen gave on "The View" on behalf of Advil and will give on the local satellite feeds include instructing consumers to schedule a medicine cabinet cleanout every six months and regularly check the expiration dates of all of the products in the medicine cabinet, including makeup and sunscreen. Consumers should also check the FDA Web site by visiting www.fda.gov or call the FDA at 888-463-6332 to learn about recalled products.

When disposing of unwanted, expired or recalled products in your medicine cabinet, consumers should take precautions to ensure that children, pets and the environment are protected from potentially negative effects, Cohen says. Medicines should not be poured down a sink, toilet or storm drain. For more information on how to properly dispose of medications, consumers can ask their pharmacist or go to www.fda.gov and search for "disposal." Products that remain should be stored in a secure area with controlled room temperature and out of the reach of children.