Sicko promises US controversy

PR Week UK 13-Jun-07, 18:00

NEW YORK: The producers of Sicko, Michael Moore's new film dissecting the US healthcare system, have begun a comms offensive against the country's health and pharmaceutical industry.

The Weinstein Co (TWC) has brought in Chris Lehane, a former staffer in the Clinton White House and adviser on Al Gore’s 2000 presidential run.

The studio has also hired New York-based consultant Ken Sunshine, and continues to work with Matthew Hiltzik, president and CEO of Freud Communications.

Lehane said TWC would ‘take the fight’ to the health sector, calling it an ‘industry known to mislead to hold its grip on society’. TWC said it plans to release documents from whistleblowers to bring attention to drug and insurance companies’ conduct.

Last month, the Pharmaceutical Research and Manufacturers of America issued a statement suggesting the film would not be ‘balanced, thoughtful or well-researched’.