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CGPA Launches Ad Campaign to Share Cost Savings from Generic Medicines

Generic pharmaceuticals save Canadians $33 billion annually — more than $2,300 per household

Toronto, March 20, 2023 — The Canadian Generic Pharmaceutical Association (CGPA) today launched an advertising campaign, created by leading advertising and design firm, Key Gordon Communications Inc, to highlight the cost savings Canadians see from using generic medicines — and the savings that could be realized if more generic medications were used. 

“Cost of living pressures are front of mind for Canadians,” said CGPA president Jim Keon. “This advertising campaign responds directly to that anxiety by pointing out in very direct terms how generic pharmaceuticals are as safe and effective as the brand-name versions, but are available at a fraction of the cost. In fact, last year the use of generic medicines saved Canadians more than $33-billion — that’s roughly $2,300 per Canadian household.” 

“However, this isn’t simply about cost savings already enjoyed by Canadians. We’re also pointing out in our ads that if the use of generics increased by just one percent, Canadians would save up to an additional $756 million annually,” said Keon. “This means that increasing the use of generics is a huge opportunity for further savings to Canadian taxpayers, employers and patients.”

“The stats are so powerful and the message so timely,” said Grant Gordon, president and creative director at Key Gordon, “So, that’s why we took a deliberately simple approach and let the facts speak for themselves in a PSA-style set of digital ads, which are live as of this morning.”

About the Canadian Generic Pharmaceutical Association

The Canadian Generic Pharmaceutical Association (CGPA) represents Canada’s generic pharmaceutical industry. The industry plays an important role in controlling health-care costs in Canada. Generic drugs are dispensed to fill more than 76 percent of all prescriptions but account for account for less than 22 percent of the $41.5-billion Canadians spend annually on prescription medicines.

For more information, please contact :

Jeff Connell,
Vice President, Corporate Affairs

Tel: (647) 274-3379