For over 30 years, United Way and Pfizer have led the way in improving communities where their employees and retirees live and work. Senior management commissioned an annual campaign to create awareness among internal audiences and encourage them to take action and give.
Pfizer needed to reach a broad and diverse array of employees – from NYC / Tri-State area to large and small cities and rural locations across the U.S.
The goal was to communicate the value and importance of giving, caring and Pfizer’s corporate role as supporter of employee contributions to United Way through matching gifts as part of Pfizer’s values of corporate philanthropy in the communities it serves.
CMI helped facilitate focus group sessions about the campaign, with interviews and calls targeting key givers, and was tasked with creating a series of collateral materials to be written, developed, printed and distributed to support the annual giving campaign. This included tent cards, flyers, posters and postcards coordinated to reach internal audiences throughout the U.S. The program tone is contemporary, corporate, clean and has a straightforward sophistication and soft-spoken quietness that communicates to a broad audience. It maintains a strong, bold typographic style and includes photos of actual United Way recipients.
In addition, a 30-second digital video spot was created for the Pfizer intranet to drive home the call to action in a compelling and memorable manner and be a focal point for the kick-off event.
Through these coordinated materials, employees anticipate the opportunity to give, knowing they are supported in their giving by the company. The campaign helped to raise over $32 million annually.