Pfizer Foundation Initiative Takes Action to Combat Alarming Rise of HIV/AIDS in the Southern U.S.
Client: The Pfizer Foundation's Southern HIV/AIDS Prevention Initiative
Objective: Generate media interest surrounding the launch of the initiative and the announcement of it's grantees.
Strategy: Carried out a multi-pronged media outreach campaign to launch the initiative and announce the grants. Launch media activities included print and broadcast outreach anchored by a telephonic briefing with Pfizer, Inc CEO and Chairman Dr. Hank McKinnell. Six months after the launch, the grants were announced and a second wave of media activities ensued.
Results: Garnering over 48 million verified gross impressions, media efforts increased awareness among the public and policymakers about the growing HIV/AIDS epidemic in the South. As a result, the Pfizer Foundation received 445 grant applications from organizations in the nine targeted Southern states.