Pfizer's first iteration of a social investment strategy focused on four major cornerstones: Treat, Teach, Build and Serve. At a time when corporations were struggling with their social strategies, Pfizer took an enormous step to create an overall platform. This translated to 6 programs. As of today this program has expanded to over 12 programs and is still growing. This brand development was the foundation from which they have gone on to build a very successful social platform.