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.
(Photo: http://www.newscom.com/cgi-bin/prnh/20071009/NETU046 )
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
"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
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
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.
Carolyn Castel Lynne Cavanaugh
CVS/pharmacy Weber Shandwick
(401) 770-5717 (617) 520-7046