BMS teams with Alvin Ailey on dance promo

In an unorthodox pharma promotion, Alvin Ailey American Dance Theater, whose founder died of AIDS-related illnesses in 1989, is unveiling a new dance, "Home," sponsored by Bristol-Myers Squibb ($BMY). The maker of HIV drug Reyataz collected stories from HIV patients, and the dance theater used them as inspiration. Report | Release