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Published on Dec 11, 2012
Derren Brown sets up a fake pharmaceutical company, 'Cicero Pharmaceutical Solutions', which claims to have developed a drug named 'Rumyodin', with the ability to inhibit fear. In actual fact the pill is a placebo that is merely sugar. The placebo effect, amplified by the convincing façade of Cicero, helps most of the subjects of the fake clinical trial of Rumyodin overcome their fears. It is shown that Brown repeated the experiment with separate groups, to each of whom it was claimed Rumyodin had different beneficial effects, such as smoking cessation and allergy relief, again with positive results. By the end of the programme Brown reveals that 'Rumyodin' is an anagram of 'your mind'.