Winner: Pfizer: Launching Pfizer's MAINTAIN (Medicines Assistance for Those Who Are In Need): A Free Medicines Program for Newly Unemployed Americans

Pfizer's decision to give people who had lost their jobs free prescription drugs resonated with a public struggling with a worsening recession, as unemployment in the US hit a 25-year high in 2009.

For the communications team, the challenge lay in how to make qualified families and individuals aware of the program.

Pfizer tapped into its existing communications channels, including social ...