Advil Relief In Action Program Engages Volunteers
Advil’s Relief in Action program wanted to establish Advil as the “go-to” name in pain relief, especially for the thousands of volunteers across America who work tirelessly to help those in need, even when they may be in pain themselves. The 28-week Mobile Relief Center tour, which teamed up with actor and volunteer Josh Duhamel to kick off its second year in 2014, made approximately 100 stops in 12 states, visiting national, regional and community-focused events, as well as unplanned ones, distributing water, snacks, seating, shelter and Advil pain reliever.
During national volunteer events, such as the Capitol Hill People’s Fair, the tour drove awareness for the program and recruited new volunteers. At regional events, including Clean Ocean Action Beach Sweep, the brand concentrated on quality engagement with volunteers as well as recruitment. It also gave a boost to volunteers at the ongoing Hurricane Katrina relief and Habitat for Humanity New Orleans programs. Advil captured stories in the Volunteer Story Booth, then shared them on its Facebook page. Consumers also could take the Volunteer Pledge to show their commitment to volunteerism.
After 82 event days, the programs touched 86,513 consumers, delivered more than 70,000 samples and captured 340 volunteer stories. Of those consumers engaged, more than 4,000 took the Volunteer Pledge. The brand garnered 3.7 million impressions, and 88 percent of consumers surveyed said they would likely use Advil in the future.