Help a superhero set a world record on Aug. 15

 

Help Rochester's newest superhero set a world record at the Rochester Red Wings game on Friday, Aug. 15.

At the Aug. 15 game, Excellus BlueCross BlueShield is teaming with the Rochester Red Wings to establish a world record for the most people wearing superhero capes and doing the wave. The world record attempt is part of Excellus BCBS's community engagement campaign that features a superhero pill bottle named "TAD," for "Take As Directed."

TAD has appeared in advertisements throughout the Rochester region, conveying messages about the importance of taking your medication as directed.

At the Aug. 15 game, Red Wings staff will hand out blue "TAD" superhero capes to the first 5,000 fans who enter the stadium. The game starts at 7:15 p.m. and the record-setting cape event will take place in the middle of the third inning.

Hundreds of thousands of upstate New York adults with diabetes, high blood pressure, high cholesterol and depression fail to take their medications as directed, according to an Excellus BCBS report. Doing so risks their health and adds billions of dollars in avoidable health care costs annually.

"When it comes to fighting chronic conditions, a prescription drug can be a superhero, but it only works if patients let it," said Mona Chitre, Pharm.D., vice president and chief pharmacy officer, Excellus BCBS. "We hope our superhero approach captures the community's attention, reminding them that prescriptions are only 'super' if you take them."

To access the Excellus BCBS report, go to ExcellusBCBS.com/FactSheets. Medication adherence tips are also available at ExcellusBCBS.com/TakeAsDirected.

For a few days starting on Aug. 12, superhero "TAD" will take over the @ExcellusBCBS twitter feed to draw attention to the issue of medication adherence. To join the conversation, follow @ExcellusBCBS or the hashtag #TakeAsDirected.

PHOTOS: Check out a photo album from the August 12 news conference at Frontier Field with Wings GM Dan Mason, pitchers A.J. Achter and Alex Meyer, Spikes, and TAD.