CVS/pharmacy Celebrates Women in New Campaign: 'For All the Ways You Care'

Tuesday, October 9, 2007

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.