Nurofen and LifePharma / MSJ Group supported this innovative Corporate Social Responsibility activity, “Proud of our firefighters” produced by the creative ad shop Summercliff. We all share the same feeling when it comes to our firefighters. A staggering admiration and utmost respect for these low-profile, everyday heroes. A four-minute video featuring a breathtaking, fire-related story, was the main focus of this campaign. This film emphasizes the human aspect of a firefighter and its complex emotions. A story that happened in the past was the reason for the film's protagonist to realize that his calling was to become a firefighter. As we watch the young boy whose mother was rescued from a fire by an inspiring firefighter hero, we take a glimpse into the emotions involved in every rescue. In the historical retrospective, uniforms, equipment, and vehicles of the time were used, while the film features real firefighters and not actors. For filming purposes, controlled, real-life rescue scenes were set up to dramatize the multi-faceted task firefighters are required to perform every day. The virality of the campaign was inevitable, as people flooded social media platforms with shares and messages of support for the Cyprus firefighters, with the biggest supporter being Nurofen. The campaign also included OOH billboards, YouTube Ads as well as Social Media and local publishers. It was also followed by a series of Videos featuring real firefighters' stories in the form of interviews. All campaign material was hosted on the landing page proudofourfighters.com. This Corporate Social Responsibility activity "Proud of our Firefighters" was impactful and connected the brand with the respected, heroic body of firefighters. People associated the Nurofen brand with the Fire service and its positive impact was reflected in the brand perception and sales. Published in Cyprus in December 2022.