Innovative Medicines Canada (formerly RX&D Canada) member companies employ over 22,000 Canadians across the country including 4,000 researchers. In addition, through partnerships between Rx&D member companies and universities, hospitals and research institutes, approximately 6,000 researchers are working to discover new medicines. Despite this significant contribution to the Canadian economy, the brand pharmaceutical industry was facing a negative reputation.

This “with vs. without” campaign (indoor/outdoor) aimed to set the record straight and helped improve Canadians' perception of the industry.