SapientNitro has teamed up with Australian vitamin and supplement brand Nature’s Own to create a multi channel marketing campaign highlighting their new partnership with not-for-profit organisation Vitamin Angels.

Operating in 40 countries, Vitamin Angels aims to reduce child mortality by supplying children with crucial vitamins. Under the partnership, Nature’s Own contributes 25 cents from each unit of multivitamins or fish oil sold in Australia - enough to supply a child with vitamins for an entire year.

The creative premise is the suggestion that anyone can be an everyday angel.

Director of consumer healthcare for Sanofi-Aventis, Luke Fitzgerald, said he was happy with the outcome of the campaign and the new relationship with Vitamin Angels.

"We have chosen to partner with Vitamin Angels because we have a shared belief that every person’s health matters," he said. "We feel that SapientNitro has developed a creative that really captures the essence of what we are helping to achieve through this partnership. This is about making a tangible difference to children’s lives."

SapientNitro national managing director Paul Bennett explained the challenges working on a charity campaign can present.

"Vitamin Angels' modest brand recognition in Australia added to the challenge of the brief to achieve cut-through in a market typical of charity fatigue.  Anyone can create a charity partnership, but what we have done is highlight the true impact and relevance of this partnership," he said.

The Nature's Own Vitamin Angels campaign has been rolled out through TVC, press, online, in store POS, internal promotion and PR.