Ground-breaking partnership announced


To coincide with World First Aid Day, September 12, Irish Red Cross and Medicare, the flagship brand of Limerick-based Fleming Medical, announced a partnership, which both parties describe as “ground-breaking”.

The 12-month deal involves a €30,000 contribution to the Irish Red Cross and the financing of a comprehensive integrated marketing, training and public awareness campaign promoting greater public understanding of First Aid.

The award-winning Irish Red Cross First Aid smartphone app is the centerpiece of the campaign. Radio advertising and point-of-sale materials at pharmacies throughout the country will promote the app.

Pharmacies will also be offering free Family First Aid courses paid for by Medicare and provided by Irish Red Cross training.

RTE Radio’s Valerie Cox provided the voice for the advertising campaign which features First Aid tips and will run across RTE Radio One, 2FM and Lyric FM over the next month (week starting September 14).

The Irish Red Cross says the agreement is the most sophisticated and wide-ranging it has ever signed.

Danny Curran, Irish Red Cross Head of Fundraising and Commercial said: “For a partnership to deliver such a wide range of benefits that ultimately accrue to the public through the Irish Red Cross is unprecedented.

“At an international level, the Red Cross are taking a strong interest with a view to seeing if they can replicate arrangements like this in other parts of the world. So we could be pioneering something here.”

Mark Fleming, Managing Director Fleming Medical concurs, describing the initiative as a ground-breaking departure for a company that has been involved in many partnerships and sponsorships over the years.

“We are connecting the Medicare brand with the public and key distribution network of pharmacies that stock our extensive range of medical products and services,” Fleming said.

He is particularly excited about the app, which provides comprehensive First Aid advice on a range of afflictions from cuts and grazes through to cardiac arrest and stroke.

“The app really is a superb resource and of course it’s free, so we really want to shout it from the rooftops. If you can do one simple thing to protect your family’s health then download this app.”

RTE presenter Valerie Cox at the handover of a cheque for €30k from Medicare to Irish Red Cross by Fleming Medical Managing Director Mark Fleming (second from left). Irish Red Cross Chair Pat Carey and Head of Fundraising & Commercial, Danny Curran (left to right) were also on hand.