In 1998 Pfizer Australia appointed Cavill + Co to find a new cause partner that would give meaning to their corporate tagline ‘Life is our Life’s Work’ in the lead up to their 150th anniversary. The social goal was to make a significant contribution to the health and wellbeing of Australians.
Through the Cavill + Co HeartSmart® process, a tender process invited non-profits to pitch and the Royal Life Saving Society Australia was selected for a 3 year partnership.
The Royal Life Saving Society Australia is leading water safety education, committed to reducing the number of toddler drownings. A key opportunity for Royal Life Saving entering the partnership was to increase community awareness amongst parents, as well as government to secure ongoing funding.
In 1999 the partnership was launched with the Federal Health Minister in attendance, Pfizer committed $100,000 a year for an initial three years which was then extended for a further 3 years. Total investment $600,000
The launch theme was ‘Life 150’ which reflected a goal to save 150 lives during the 3 year partnership and also, a nod to Pfizer’s 150th anniversary. The focus was on ramping up exposure of an existing program called ‘Keep Watch’.
The campaign comprised public events at swimming pools featuring celebrity ambassador Susie Maroney, 350,000 brochures and posters distributed through GP’s, pharmacists, child care centers and swimming pools, an educational cassettes tape (yes it was pre-DVD!) given to 93% of new mums through the Bounty Bag and attached to the front cover of Mother & Baby magazine. Also TV and Radio community service announcements, info pack to all Federal politicians and the Pfizer sales force distributed brochures and posters to GP’s & pharmacies across Australia.