Ita Buttrose and Dr Daniel Nour for Pfizer

Ita Buttrose and Dr Daniel Nour for Pfizer
Conducting a public health awareness campaign around COVID-19, Pfizer reached out to our
Saxton Engage team as they were seeking to partner with trusted, community-minded
identities. Saxton Engage paired them with Media Icon, Ita Buttrose and 2022 Young Australian
of the Year Dr. Daniel Nour to deliver a public service message through a number of campaign
assets.
Dr Daniel Nour and Ita Buttrose attended a one-day shoot in Sydney to capture videos and stills
directing Australians to ask their GP about anti-viral pills that can help reduce the risk of
hospitalisation or serious illness.
Aiming to unite all of Australia with a clear public service message delivered from a diversity of
perspectives, the multi-channel campaign was featured across TV, Radio, Print, Digital, PR, OOH
Networks as well as Medical Media.
Pfizer is one of the world’s largest research-based pharmaceutical and biomedical companies,
dedicated to discovering, developing, manufacturing, and marketing prescription medications
for both humans and animals. Pfizer is committed to working toward equitable access to
PAXLOVID for all people, aiming to deliver safe and effective anti-viral therapeutics as soon as
possible and at an affordable price. If our candidate is successful, during the pandemic, Pfizer
will offer our investigational oral anti-viral therapy through a tiered pricing approach based on
the income level of each country to promote equity of access across the globe.
Providing end-to-end management of the campaign, Saxton Engage arranged the logistics of
the shoot along with media interviews and any briefing calls. As a result of the campaign, there
has been a remarkable increase in the use of all Pfizer Anti-virals. This positive news has
resulted in a reduction in the number of people avoiding being hospitalised or dying from
COVID-19.