CVS/pharmacy Celebrates Women in New Campaign: 'For All the Ways You Care'
October 09 2007 - 8:00AM
PR Newswire (US)
Campaign Honors Role of Women in Society as Nurturers and
Caregivers; Invites Women to Share Their Stories Online WOONSOCKET,
R.I., Oct. 9 /PRNewswire/ -- CVS/pharmacy, the nation's leading
retail pharmacy, launches today the "For All the Ways You Care"
campaign -- an inspiring national campaign that celebrates and
honors women's roles as nurturers and caregivers in our society.
The campaign supports the company's focus on caring for women and
those they care for. CVS/pharmacy considered the many nurturing
aspects of women, who make most of the healthcare decisions for
their families, in developing the campaign. "Our research showed
that women find enjoyment and reward in their roles as caregivers,
despite sacrifices," said Helena Foulkes, Senior Vice President of
Marketing and Operation Services for CVS/pharmacy. "This campaign
is an opportunity to celebrate these women and to show that we
understand what it means to care." The campaign includes a poignant
television advertisement portraying a woman's acts of caring. Her
symbolic gestures are brought to life with animation -- pulling a
rainbow from the sky to wrap around an elderly woman, and offering
a ribbon from her hair to a bird to help build its nest. The woman
is revealed at the end to be a CVS pharmacist. The ad's beautiful
imagery and storyline are supported by a moving song, "Ordinary
Miracle." "With this campaign we symbolize the caring nature of our
female character by taking her beyond the pharmacy and into the
world. Animation achieves that very well, transcending demographics
to connect with all women," said Foulkes. The television spots will
air during high profile prime time national programming reaching
women age 35+ including Dancing with the Stars, Extreme Makeover
Home Edition, Brothers and Sisters, and "Oprah Winfrey Presents:
Mitch Albom's For One More Day." It will continue its presence on
programs including The Oprah Show and the Ellen DeGeneres Show and
in November will introduce a 30-second spot featuring new creative.
The campaign is further enriched by the creation of a new website
for people to share stories and inspiration.
ForAllTheWaysYouCare.com will feature the ad and stories submitted
to the site about ways people care for themselves or others. The
site will further develop over time as an online community
dedicated to caring. In 2008, CVS/pharmacy will honor 10 people for
their inspirational stories, selected by a panel of leading women.
Online banner ads and CVS/pharmacy marketing vehicles will drive
traffic to the site. Hill Holliday of Boston created the campaign
for CVS/pharmacy. Animation for the campaign was designed by Acme
Filmworks of Los Angeles. Singer and songwriter Kathy Fisher
recorded "Ordinary Miracle" for the television spot. About
CVS/pharmacy CVS/pharmacy, the retail division of CVS Caremark
Corporation, is America's largest retail pharmacy with
approximately 6,200 retail locations. CVS/pharmacy is committed to
serving the healthcare needs of all customers, both in its stores
and online at CVS.com. General information about CVS/pharmacy and
CVS Caremark is available at http://www.cvs.com/pressroom, as well
as http://investor.cvs.com/. Contacts: Carolyn Castel Lynne
Cavanaugh CVS/pharmacy Weber Shandwick (401) 770-5717 (617)
520-7046 DATASOURCE: CVS/pharmacy CONTACT: Carolyn Castel, of
CVS/pharmacy, +1-401-770-5717, ; or Lynne Cavanaugh, of Weber
Shandwick, +1-617-520-7046,
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