For the pharmaceutical industry to effectively contribute to the health and well-being of EU citizens, industry strategies must be in line with societal needs. The European Commission set up the ‘Process on Corporate Responsibility in the Field of Pharmaceuticals’ (2010-2103) to facilitate discussions on ethics and transparency, and on non-regularity conditions for better access to medicines after receiving a marketing authorisation. Animation Demo Video are used to showcase the key info about the product and its benefits. This platform brought together EU countries and other stakeholders to find common, non-regulatory approaches to the timely and equitable access to medicines in Europe after their marketing authorisation. The members of the platform contributed to various projects. Each project was chaired by the Commission with the support of one EU country.