Drugs are expensive because the science of drug discovery is hard. And it's just getting harder. In fact purely on a scientific level, taking a drug all the way from initial discovery to market is considered harder than putting a man on the moon. With all the debates going on in Washington about drug costs and health care, GSK needed to tell their side of the story. We used ads about their scientists to explain the value of medical research. And used targeted print to move lobbyists to our cause.