Priceline Pharmacy has announced its major fundraising campaign for 2021 via Humann Communications and Banter, as it celebrates 10 years of the Priceline Sisterhood Foundation.
Fronted by ARIA Award-winning singer-songwriter Samantha Jade, the “Support Our Sisters” campaign calls on Australians to head into their local Priceline Pharmacy store between 1 – 26 July, and round up their purchase to help raise money and awareness for the Priceline Sisterhood Foundation.
Point-of-sale marketing and a consumer-led robust PR campaign will encourage customers to take part in the campaign by lending their stories and lyrics in-store about what Sisterhood means to them, providing inspiration for Samantha Jade to write a special ‘Sister Song’. The lyrics will be displayed in Priceline Pharmacy front windows across Australia for customers to read and be inspired by.
This crowdsourced ‘Sister Song’, the brainchild of branding and creative agency, Whippet, will give Sisters a platform to be heard and visible through the stories they share in-store.
Priceline’s ambassadors have also banded together to create a range of limited-edition lipsticks with all profits going to the Priceline Sisterhood Foundation. Chrissie Swan, Ita Buttrose, Tanya Hennessy, Lindy Rama-Ellis, Olivia Molly Rogers and Sarah Jane Adams have each created their own signature shade of lippie which customers can purchase in-store or online from 1 July (RRP$16).
Says Gabrielle Tully, head of marketing at Priceline Pharmacy: “The Priceline Sisterhood Foundation was formed ten years ago to give back the the communities in which we live and work. We’re excited to partner with Samantha Jade and get our customers involved by creating unique touchpoints throughout the month. We’re so thrilled to be creating a song about Sisterhood that expresses the collective voice of Australians and helps raise money for an important cause.”
To date, the Foundation has raised more than $7 million for its charity partners. The charities that the Sisterhood Foundation supports include:
• Perinatal Anxiety & Depression Australia (PANDA)
• Raise Foundation
• Dementia Australia
• Look Good Feel Better
• Motherless Daughters Australia
The Sister Song schedule:
• July: Australians can head in-store, share their Sisterhood stories and donate to the
Priceline Sisterhood Foundation
• End of campaign: Song debut and surprise concert in-store
Client – Priceline Pharmacy
Head of Marketing – Gabrielle Tully
PR Agency – Humann Communications Experiential Agency – Banter
Brand & Creative – Whippet