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.

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  • In the 4th year a Pfizer-funded H2O – Themed ball ran, a CD Rom was developed & distributed to 8,000 health nurses, a new Keep Watch website was created as well as an infant aquatic program developed for prevention in rural areas
  • Sam Riley became the new face of Keep Watch
  • Pfizer ran corporate advertising
  • New merchandising ducks were created for awareness raising

In 1999 Hailey Cavill identified the synergy between the work of leading pharmaceutical company Pfizer and the Royal Life Saving Society Australia.
Hailey’s insight forged a wonderful partnership between Pfizer and Royal
Life Saving that is now moving into its fourth year. The result – the Pfizer Keep Watch -Toddler Drowning Prevention campaign has been hugely successful in saving young lives. Over the past four years the number of drowning’s in the 0-5 age group has reduced from 65 to 35 – a significant achievement and a great platform from which to mount further improvement. Hailey’s infectious drive and enthusiasm ensured the relationship between Pfizer and Royal Life Saving provided a significant benefit to our community.

Rob Bradley, Chief Executive Officer

When a corporate throws all its resources at a partnership, rather than just paying lip service to it, you know that it's going to be a winner. Pfizer not only provided significant dollars but got their entire company behind it. It is no surprise that toddler drownings reduced as a direct result of this campaign, as it would have been hard to miss the campaign messaging. I am very proud to have been involved in this amazing partnership.

Hailey Cavill