Amcal, the iconic Australian pharmacy brand, and Bastion, Australia's largest independent full-service marketing and communications agency, have launched a new campaign titled 'Amcal. For You. For Life.' The campaign marks 85 years of Amcal, a brand that has over 200 locally owned pharmacies nationwide.

The campaign will be visible across various channels including online video, magazines, out-of-home advertising, in-store promotions, and digital activations. A key focus of the campaign is women’s health, which is highlighted by the launch of Amcal’s Women’s Health Magazine.

In a move that underscores Amcal's commitment to community support, the brand has announced RizeUp Australia as its new charity partner. RizeUp supports families impacted by domestic and family violence. Nicolle Edwards, Founder and CEO of RizeUp, said, “This sponsorship will significantly enhance our efforts to provide vital support and resources to those in crisis.”

Vikesh Ramsunder, CEO of Sigma Healthcare, the parent company of Amcal, said, “Amcal has consistently been recognised as one of Australia’s most trusted pharmacy brands, recently earning Canstar Blue’s Most Satisfied Customers Award for 2024. This campaign reinforces our commitment to support every generation in communities across Australia.”

In addition to the campaign, Amcal is introducing new private label products, including skincare and natural medicines under the Guardian brand. “We are thrilled to progressively launch around 200 new exclusive products in Amcal stores, ensuring customers receive high-quality options at great value,” added Ramsunder.

Susan Bird, General Manager at Bastion, expressed her pleasure at working with Amcal. “It’s been a pleasure to work alongside Amcal, celebrating their legacy while looking forward to new initiatives that resonate deeply with customers and communities,” she said.