The Pharmaceutical Research and Manufacturers of America (PhRMA) launched a new advertising and public affairs initiative on Monday aimed at improving public perception of drug companies. The industry has come under considerable criticism from the public and lawmakers over large price hikes for important medication.

PhRMA’s campaign is called GOBOLDLY, which is a multimillion dollar effort that will consist of TV, print, digital, radio, and out-of-home advertising highlighting the cutting “cutting-edge” scientific advances being worked on by pharmaceutical companies.

“Thanks to the tireless work of biopharmaceutical researchers and scientists, we have entered a new era of medicine that is transforming the way we prevent and treat disease. This campaign spotlights their perseverance and unwavering commitment to American patients for whom we all work,” explained PhRMA’s President and CEO Stephen J. Ubl, in a statement.

“We will also be convening events with stakeholders all across the country to discuss ways we can work together to make our health care system more responsive to the needs of patients,” elaborated Ubl regarding other elements of this campaign. 

The lobbying group began laying the groundwork for this program several months ago in the midst of the election. It raised membership dues by 50 percent to prepare to push back against politicians on both sides of the aisle who attacked companies over pricing, according to Politico.

You can watch the first video from the campaign below.