Priceline crowdsources lyrics for Sister Song

7 July 2021

7 5
The fundraising campaign comes as it celebrates 10 years of the Priceline Sisterhood Foundation.

Priceline Pharmacy has announced its major fundraising campaign for 2021 as it celebrates 10 years of the Priceline Sisterhood Foundation.

Fronted by ARIA Award-winning singer-songwriter Samantha Jade, the Support Our Sisters campaign led by Humann Communications and Banter, 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.

“The Priceline Sisterhood Foundation was formed ten years ago to give back the the communities in which we live and work," Priceline Pharmacy head of marketing Gabrielle Tully says.

"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.”

Client – Priceline Pharmacy
Head of Marketing – Gabrielle Tully
PR Agency – Humann Communications Experiential Agency – Banter
Brand & Creative – Whippet

Latest Campaigns

comments powered by Disqus