Advil® Launches Advil® Relief in Action Campaign Celebrating Active Volunteers Who Don’t Let Pain Hold Them Back

Thu Apr 4, 2013 9:00am EDT

* Reuters is not responsible for the content in this press release.

Kicking off with a private Aziz Ansari comedy show honoring Superstorm Sandy
volunteers, and continuing with year-long partnerships with Habitat for
Humanity, Wounded Warrior Project & Tough Mudder, Advil recognizes everyday
heroes who exemplify #ReliefinAction
MADISON, N.J.--(Business Wire)--
Pfizer Consumer Healthcare (NYSE: PFE), makers of Advil, is kicking off its
Advil Relief in Action campaign today that honors volunteers who don`t let pain
get in the way of providing relief to others in need. Advil Relief in Action
celebrates the efforts of these tireless everyday heroes, as well as supports
and contributes to the efforts of Habitat for Humanity and Wounded Warrior
Project (WWP), whose volunteers exemplify Relief in Action and work to improve
the lives of others every day. Advil is also kicking-off a national call to
action for everyone to show Advil how you see Relief in Action by sharing
inspiring photos on Twitter and Instagram using the hashtag #ReliefinAction. 

As part of the launch, Advil is teaming up with comedian Aziz Ansari who will
perform a private comedy show for 200 people, 100 Superstorm Sandy volunteers
and their guests, who dedicated their time and energy to help their neighbors
rebuild and get back on their feet. These volunteers know firsthand how aches
and pains can result from actively volunteering to rebuild their community, but
they didn`t let that hold them back. 

"I'm very happy to help with the Advil Relief in Action campaign," Aziz says.
"Tonight's show at Barclays Center is for the amazing volunteers who helped out
affected areas during the devastation of Superstorm Sandy. I'm very honored to
perform for them." 

Initiatives recognizing volunteers include:

* Kick Off at Barclays Center with Aziz Ansari:

* Advil Relief in Action rolls out tonight at Barclays Center where comedian
Aziz Ansari and the Brooklyn Nets will join in celebrating Tri-State Habitat for
Humanity volunteers who gave selflessly during and after Superstorm Sandy.
Approximately one hundred volunteers will be spotlighted before the game and
after will be treated to an unforgettable private comedy show by Aziz Ansari. 
* The Advil Relief in Action program will also be brought to life on the Daily
News Plaza at Barclays Center through a mural, by Brooklyn artist Jose Roldan
Rendon from Brush Décor Studio, recognizing and supporting the commitment of
volunteers dedicated to relieving the pain of others.

* #ReliefinAction - A celebration of giving back in pictures

* Starting today, Advil will encourage people to upload photos onto Twitter and
Instagram of people giving back by using #ReliefinAction. In addition, check out
the inspiring collage of photos celebrating volunteers on 
* Five heroes, including professional football great and committed volunteer
Victor Cruz, will lend their faces and stories to the campaign. The heroes
include 25-year-old Paul Ridley, who was the youngest American to row across the
Atlantic, and Alison Thompson who set up relief and aid camps in local
communities after disasters, including September 11th, earthquakes in Haiti and
Superstorm Sandy.

* Partnerships with Habitat for Humanity, Wounded Warrior Project and Tough

Starting in May1, a portion of the price of participating Advil bottles will go
to Habitat for Humanity International and Wounded Warrior Project. The Advil
Relief in Action program will also be onsite at Habitat for Humanity builds and
in conjunction with Wounded Warrior Project at Tough Mudder events.

"Advil is the Brand that helps people relieve their tough pain. We know that
it`s tough when you`re suffering from pain and need relief, but it`s quite
another issue when pain holds you back from helping others who count on you.
Frankly, letting tough pain get in the way is not an option," said Brian Groves,
Chief Marketing Officer at Pfizer Consumer Healthcare. "Advil Relief in Action
recognizes and supports the commitment of active volunteers. And, we`re making
it possible for Advil buyers to support the everyday heroes among us and these
great organizations by making a financial donation through their purchase of
participating Advil bottles." 

In 2013, Advil is reaching out to give back, honoring the best among us,
volunteers. Their selfless commitment is - Relief in Action. 

For more information visit and follow Advil Relief in Action on
Twitter at 

About Advil

Advil is the number-one selling over-the-counter pain reliever in the United
States.* Advil provides relief from multiple aches and pains -- including
headaches, backaches, muscle aches and minor arthritis pains. The Advil line of
products also includes Children`s Advil, Advil PM, Advil Cold & Sinus, Advil
Allergy Sinus, and Advil Congestion Relief. Use as directed. 

* Among OTC brands 

Pfizer Inc.: Working together for a healthier world

At Pfizer, we apply science and our global resources to bring therapies to
people that extend and significantly improve their lives. We strive to set the
standard for quality, safety and value in the discovery, development and
manufacture of health care products. Our global portfolio includes medicines and
vaccines as well as many of the world's best-known consumer health care
products. Every day, Pfizer colleagues work across developed and emerging
markets to advance wellness, prevention, treatments and cures that challenge the
most feared diseases of our time. Consistent with our responsibility as one of
the world's premier innovative biopharmaceutical companies, we collaborate with
health care providers, governments and local communities to support and expand
access to reliable, affordable health care around the world. For more than 150
years, Pfizer has worked to make a difference for all who rely on us. To learn
more, please visit us at 

About Habitat for Humanity International

Habitat for Humanity International is a global nonprofit Christian housing
organization that seeks to put God`s love into action by bringing people
together to build homes, communities and hope. Since 1976, Habitat has served
more than 600,000 families by welcoming people of all races, religions and
nationalities to construct, rehabilitate or preserve homes; by advocating for
fair and just housing policies; and by providing training and access to
resources to help families improve their shelter conditions. For more
information, to donate or to volunteer, please visit, or follow
us at or at or join
Habitat`s blog community at 

About Wounded Warrior Project

The mission of Wounded Warrior Project® (WWP) is to honor and empower Wounded
Warriors. WWP`s purpose is to raise awareness and to enlist the public`s aid for
the needs of injured service members, to help injured servicemen and women aid
and assist each other, and to provide unique, direct programs and services to
meet their needs. WWP is a national, nonpartisan organization headquartered in
Jacksonville, Florida. To get involved and learn more, visit 

About Tough Mudder

Tough Mudder LLC was founded in 2010 by Will Dean and Guy Livingstone.
Considered "Probably the Toughest Event on the Planet," each Tough Mudder
endurance challenge tests participants` toughness, fitness, strength, stamina,
mental grit and teamwork. In 2012, Tough Mudder hosted 35 events, including
international events in the U.K., Canada and Australia. Tough Mudder has 53
events scheduled for 2013, including continued international expansion into
Germany. For the schedule of event dates and locations, visit 

This press release has an accompanying Smart Marketing Page providing further
details about the organization, products and services introduced above. You can
access the Smart Marketing Page via the following link: 

1 For every participating* product purchased, Advil will donate 5 cents of the
purchase price to Habitat for Humanity International and 5 cents of the purchase
price to Wounded Warrior Project. 

Program period: May 19, 2013 - December 31, 2013. Habitat for Humanity
International maximum donation $400,000; minimum donation $250,000. Wounded
Warrior Project maximum donation $150,000; minimum donation $75,000. 

*Participating Products: Advil Liqui-Gels 80CT, Advil Liqui-Gels 160CT, Advil
Tablet 100CT, Advil Tablet 200CT, Advil Migraine 80CT, Advil PM 80CT, Advil PM

Photos/Multimedia Gallery Available:

MacKay Jimeson, 212-733-2324 

Copyright Business Wire 2013