Mike Lane and David Earl were responsible for the UK launch of Prozac in 1981. Apart from one period of 18 months, they continued to be responsible for it right up to patent expiry in January 2000.

Despite being attacked by every other SSRI it became - and remained - the UK's number one brand of antidepressant. In 1999, this campaign was chosen to receive the Silver award from the prestigious Rx Awards in New York.