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

Campaign Honors Role of Women in Society as Nurturers and Caregivers;

Invites Women to Share Their Stories Online

Oct 09, 2007, 01:00 ET from CVS/pharmacy

    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: )
     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. 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 General information
 about CVS/pharmacy and CVS Caremark is available at, as well as
     Carolyn Castel                 Lynne Cavanaugh
     CVS/pharmacy                   Weber Shandwick
     (401) 770-5717                 (617) 520-7046      

SOURCE CVS/pharmacy