Nurofen celebrates life-saving Careflight heroes with new sponsorship

Nurofen has collaborated with DEC PR and Momentum Worldwide to launch a new integrated campaign to celebrate their sponsorship of Careflight, as part of a new initiative to recognise the nation’s life-saving heroes.

The announcement:

Leading pain relief brand, Nurofen, launches a new integrated campaign from DEC PR and Momentum Worldwide this week, in celebration of its new initiative to help keep our nation’s life-saving heroes doing the great work they do.

Built from the insight that the proudest moments of our lives are sometimes only achieved when we don’t give into pain, whether achieving greatness or just getting on with the daily grind, the campaign kicks off with a sponsorship of emergency service not-for-profit, CareFlight. Pilots from CareFlight relentlessly give their all, day after day, to safely fly patients and aeromedical teams around the country in critical scenarios – not letting pain stand in the way of getting the job done, when the job is protecting others.

The integrated campaign features:

  • Strategy and earned media outreach led by DEC PR, featuring research insights into what makes people in life-saving roles tick, with the incredible stories of pilots and CareFlight service recipients shared in a wide variety of Australia’s best media outlets.
  • An inspiring and emotionally-charged video series by Momentum Worldwide, including three long-form films and four short-form films featuring CareFlight co-founder and long-serving pilot, John Hoad as well as some of the people whose lives he and his fellow pilots saved. The videos showcase the high-intensity and rewarding job John and his colleagues complete every day, and recount the life-threatening experiences of each person before they saw the CareFlight helicopter flying overhead.
  • Distribution of storytelling content by Reckitt through Online Video, Targeted Social and Precision Marketing digital activity, creating custom segments founded in behavioural, interest, affinity and in-market audience data analysis.
  • Social content and Point-of-Sale creative by Energy Studios Australia, throughout a range of Nurofen retailers across the country.

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. 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; these are the people who will push through any challenge to rescue others. 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, said the production experience saw the team overcome their own adversity to make magic: “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.”

To kick-off the sponsorship, Nurofen donated AUD$90,000 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, to ensure Australians receive medical care quickly and more safely.


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

Source: DEC PR media release


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