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Novartis and Sony Pictures Television International's Latin American Advertising Sales Group Launch Partnership to Create Multi-Media Platform for Breast Cancer Awareness, Detection, and Treatment in Latin America
Date:2/27/2008

in the area of cancer care," said Ms. Klaudia Bermudez-Key, senior vice president of advertising sales for SPTI's Latin American region.

"The 'SER' campaign is an innovative approach to deliver the message of breast cancer early detection and treatment on a massive scale throughout Latin America where a culture of fear and silence surrounds the disease preventing many patients from achieving early detection and effective treatment," said Dr. Elmer Huerta, president of the American Cancer Society.

Through the SER campaign, Novartis and SPTI have created a novel platform where Latin American women can easily access expertise, resources, and services from the very large community of survivors, physicians, non-governmental organizations, academia, as well as the public and private sectors. Novartis and SPTI are currently recruiting partners to provide a range of needed expertise to include scientific and medical knowledge, financial advice, patient education, treatment options, fashion tips, as well as health and diet plans.

The three principal components of the campaign are the Web portal http://www.iniciativaser.com, the media promotion of the SER initiative, utilizing SPTI media resources, and community-based programming. The Web portal is the core of the campaign which will be promoted by programming and public service announcements featuring celebrities such as Carolina Herrera and Fanny Lu in the portfolio of leading Latin American channels it represents for advertising sales.

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Novartis AG (NYSE: NVS) is a world leader in offering medicines to protect health, cure disease and improve well-being. Our goal is to discover, develop and successf
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SOURCE Sony Pictures Television International
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