TRENTON, N.J. (AP) — Pfizer Inc. says it will provide 70 of its most widely prescribed prescription drugs — including Lipitor and Viagra — for free to people who have lost their jobs and health insurance.

The world's biggest drugmaker said Thursday it will give away the medicines for up to a year to Americans who lost jobs since Jan. 1 and have been on the Pfizer drug for three months or more.

The announcement comes amid massive job losses caused by the recession and a campaign in Washington to rein in health care costs and extend coverage. The move could earn Pfizer some goodwill in that debate after long being a target of critics of drug industry prices and sales practices.

The program also likely will help keep those patients loyal to Pfizer brands.

"Everybody knows now a neighbor, a relative who has lost their job and is losing their insurance. People are definitely hurting out there," Dr. Jorge Puente, Pfizer's head of pharmaceuticals outside the U.S. and Europe and a champion of the project, told The Associated Press in an exclusive interview Wednesday. "Our aim is to help people bridge this point."

The idea for the program came just five weeks ago, at a leadership training meeting, as the workers discussed how many patients are struggling, Puente said.

He said he urged top management to approve the program, presenting a recent Associated Press article about how newly uninsured diabetics are suffering serious complications because they can no longer afford the medicines and testing supplies. Approval came quickly.

"It was my idea," he said. "I floated it, and the reception it got was so dramatic that it very quickly became our idea."

Colleagues suggested employees could donate to a fund to help support the effort, Puente said. He said some employees had tears in their eyes when discussing how they could help people who had lost jobs.

Officials for New York-based Pfizer said they don't know how much the program will cost and haven't put a cap on spending for it.

Applicants will have to sign a statement that they are suffering financial hardship and provide a "pink slip" or similar employer notice. Applications will be accepted through Dec. 31, with medication provided for up to 12 months after approval — or until the person becomes insured again.

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