Pfizer Encourages Canada to Reach Out and Be Brave

To benefit the Starlight Children’s Foundation, Pfizer Canada is introducing a new online film — and, as part of a guaranteed $50,000 donation, the company will donate $5 every time someone views the online film and forwards it to a friend or loved one.

The powerful 90-second online film was created in collaboration with advertising partner zig. Filmed in downtown Toronto, the short film about courage follows a teen artist in a dark, urban alleyway. As the teen returns home, he is met by his seemingly disapproving mother, before entering into a room where his seriously ill younger sister lies in a hospital bed. He pulls back the curtains and a beautiful and moving message of hope and optimism appears in her window: Be Brave.

Playing now at morethanmedication.ca/bebrave Pfizer Canada is encouraging Canadians to view the online film and send it to a friend or loved one with a customized message of hope. Senders can choose one of six messages. Every time a recipient views the film at morethanmedication.ca and sends it to a friend, Pfizer Canada will give $5 to the Starlight Children’s Foundation Canada as part of a guaranteed $50,000 donation.

The We Can Be Brave section of the site also features articles and advice from experts that deal with the emotional impacts of serious illnesses on individuals and their families. The website also offers people links to local support groups and Canadian resources. “Pfizer Canada recognizes that to be truly healthy, it takes more than medication and that sometimes, love and support are the most powerful medicines of all,” said John Helou, Vice President, Public Affairs and Stakeholder Relations, Pfizer Canada. “Canadians can also find links to local support groups and advice from renowned Canadian experts on how to cope with the emotional toll serious illnesses can have on families.”

“In addition to offering innovative medicines, we believe it’s important to give back to Canadian communities. We are dedicated to supporting inspiring organizations, like Starlight, who bring optimism, hope and support into the lives of seriously ill children and their families to help them be brave and fight for wellness each and every day,” he said.

“The film is a powerful and moving tribute to the thousands of families across Canada who need our help and support,” saidLaura Mountjoy, Executive Director, Starlight Children’s Foundation. “Programs like this help us fund important home and hospital-based programs that brighten the spirits of seriously ill children and their families. We hope this short film about courage will also inspire Canadians to reach out to help a family they know to cope with the fear, isolation and pain families face when a child is seriously ill.”

As with all Pfizer Canada More than Medication initiatives, the film and the website never mention medications or products. The online film closes with an invitation to visit morethanmedication.ca, a made-in-Canada site devoted completely to helping Canadians live healthier lives by providing comprehensive, non-medicinal health information.

The We Can Be Brave campaign was developed by Pfizer Canada in collaboration with advertising agency partner zig, interactive agency partner Klick, media agency partner Mediacom Canada and database management partner Health Connect.

We Can Be Brave is being supported in French and English Canada via online banner advertising on key portals. “This is Pfizer Canada’s first-ever corporate viral campaign and we’re proud that it has meaning,” said Helou. “We’ve tried to reflect and honour the human stories behind illness; and allow people to personalize and share its message of hope with others — while helping us give back.”