Pfizer Inc., the world’s largest research-based pharmaceutical company, looked to CWI to develop a communications campaign partnering with nurses worldwide to promote healthy lifestyles and address the global crisis of chronic diseases. CWI worked with Pfizer to create a unique, multipronged Grow Your Wellness campaign and Wellness Tree branding targeting nurses, in partnership with the International Council of Nurses. The 5 year campaign included multi-country attitudinal studies, a web-based nursing knowledge resource centre, an on-line health risk assessment of more than 5 000 nurses, wellness ‘speaking books’ for low literacy populations and high-effect events at global nursing conferences. Grow Your Wellness mobilised nurses in 9 countries to initiate and support health promotion and disease prevention programs for their patients and themselves, including at their own workplace – improving lifestyles and healthy behaviour outcomes.