Fake drug, fake illness - and people believe it

Posted Feb 17, 2007 by Chris V. Thangham

Artist Justine Cooper creates a fake drug for a fake illness and puts them in a exhibit gallery, everyone starts to believe it.
A media exhibit featuring a campaign for a fake drug to treat a fictitious illness is causing a stir because some people think the illness is real.
Australian artist Justine Cooper created the marketing campaign for a non-existent drug called Havidol for Dysphoric Social Attention Consumption Deficit Anxiety Disorder (DSACDAD), which she also invented.
Justin Cooper wanted to create a parody of existing drugs, how they are advertised and marketed to the public. So she created a drug called Havidol a cure for Dysphoric Socil Attention Consumption Deficit Anxiety Disorder (DSACDAD ) which also is non existent. When they exhibited this in a mock gallery but for outsiders this gallery looks real, they include a web site,televison ads and print ads and billboard it looks authentic. You can watch the video to see this [url= t=_blank]gallery.
Many walk into the gallery and think it is real, ask questions and want to find out where they can get these drugs. Mahmood who organized this gallery said, no body believed it is a parody or satire, everyone thought it was real. Their website became an instant hit more than a quarter million people visited the site to get more information about this drug and also about the DSACDAD. Why did they do this parody?
The parody is in response to the tactics used by the drug industry to sell their wares to the public. Consumer advertising for prescription medications, which are a staple of television advertising in the United States, was legalised in the country in 1997.
"The drug ads themselves are sometimes so comedic. I couldn't be outrageously spoofy so I really wanted it to be a more subtle kind of parody that draws you in, makes you want this thing and then makes you wonder why you want it and maybe where you can get it," she added.
Mahmood said that the gallery not only generated interest among the art folks but also doctors and medical students have been asking about the exhibit. Guess we can be fooled by any stuff they sell. They must have spent lot of money for this parody.
Maybe there is a disorder like this DSACDAD, is this the disorder Franklin talked about in DJ yesterday and how we can't survive any gadget or computer for four days.