In the UK, a rat makes a graphic point

Counterfeit drugs cost drug companies a lot of money each year and also can cause long-term side effects or in some cases death. Drug company Pfizer and its agency, Universal McCann, decided to take the lead in fighting against the availability of counterfeit drugs on the internet and shock people with a multiplatform campaign that ran in the UK with the central image of a rat coming out of a person's mouth.