Pain relief brand, Nurofen, has launched a new integrated campaign from DEC PR and Momentum Worldwide this week, celebrating its new initiative to help keep Australia’s life-saving heroes doing the great work they do.
The campaign kicks off with a sponsorship of emergency service not-for-profit, CareFlight, and builds on the insight that our proudest moments are sometimes only achieved when we don’t give in to the pain.
The integrated campaign features DEC PR-led strategy and earned media outreach, a video series by Momentum Worldwide, storytelling content distribution by Reckitt, and social content and POS creative by Energy Studios Australia.
Reckitt Health marketing director, Henry Turgoose, said the brief to DEC PR and Momentum was to bring to life a partnership and storytelling campaign that was powerful and positive.
“CareFlight pilots have high stakes, high intensity jobs – they achieve greatness no matter adversity,” he said.
“That drive is what Nurofen people are all about and it’s a theme that truly comes through in the brand films and media stories.
“We are thrilled to support CareFlight over the next three years as our inaugural partner so they can focus on the job at hand and leave the pain to us.”
DEC PR account director, Tammi Ireland, said getting Nurofen’s first brand equity campaign in Australia off the ground was a huge honour.
“Our strategic insight reflects Australia’s love of and reliance upon our many real-life heroes, from firemen and surf lifesavers, to helicopter rescue teams who reach remote spots in our beautiful country,” she said.
“We couldn’t think of a better partner than CareFlight to launch this campaign with, supporting their incredible pilots to keep on flying and sharing some of their breathtaking rescue stories.”
Momentum account director, Andres Cantero, added: “They say you shouldn’t work with kids or pets. But we may need to add active rescue choppers to that list!
“Pandemic restrictions, La Niña’s unpredictable weather and various rescue callouts resulted in us scheduling and rescheduling the shoot several times and working with the aircrew between live missions.
“But that only added to the excitement – witnessing CareFlight pilots take off to save someone’s life really drove home why we were doing what we were doing. And why they do what they do.”
Nurofen have since donated $A90,000 to CareFlight in year one to fit-out three of its world-class aeromedical helicopters with state-of-the-art night vision goggles, which will support pilots with rescues at night and in times of low visibility.
Brand: Nurofen, a brand of Reckitt Health Australia
PR, Strategy, Not-For-Profit Relations: DEC PR
Creative: Momentum Worldwide
Paid Media: Zenith & DEC PR
Social: RB Studio
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