Pfizer Canada breaks new campaign
By Adnews Staff
Pfizer Canada of Kirkland, QC has begun a new awareness campaign intended to encourage Canadians to make healthy choices in their lives. The campaign consists of television and print advertisements as well as a website. The initiative was developed by ad agency Zig, interactive firm Klick, media agency MediaCom Canada and database management company Health Connect. The 60-second television commercial, called "Anthem," consists of a sequence of life moments without mentioning medications. The ad uses the copy, "We can laugh. We can breathe. We can hold on. We can hope. We can dream." The ad will break nationally in French and English this week. Magazine advertising will run through the summer. The ads directs viewers to a website at <http://www.morethanmedication.ca>. The site contains a collection of non-medicinal health information, along with quizzes, videos and exercises topics such as nutrition and stress management. "The goal of Anthem is to convey Pfizer's belief that true health and wellness takes more than medication," said John Helou, vice-president of public affairs and stakeholder relations at Pfizer. "Good health takes commitment, optimism, healthy choices and support. We've carefully developed Morethanmedication.ca to help provide that support because Canadians and health professionals all told us that it was hard to find credible, useful, health information online."