Boots launches campaign to encourage people to visit their pharmacy
Boots has launched a campaign to encourage people to think of their pharmacist first when they have a health concern.
The retailer’s first long-term behaviour change campaign, Pharmacists Everywhere aims to shift perceptions of Boots from a healthcare retailer to the first port of call for people’s total healthcare needs.
Subscribe to TRBActivity includes a humorous new TV advert that sees pharmacists pop up in unexpected places like cafés, local parks and swimming pools as people start to notice symptoms of ill health.
The campaign highlights the range of conditions pharmacists can support through advice, diagnosis and treatment.
The move comes as new research from Boots shows that two in five (39%) people admit to regularly de-prioritising their health during the busy back-to-school season. Although pharmacists can advise on, diagnose and treat a range of common health conditions, nearly half (40%) of UK adults said their GP remains their first port of call when they do seek help.
Laura Gooday, director of marketing at Boots, said: “This is our first behaviour change healthcare campaign that is designed and built for the long term.
“We know that, despite the broad range of healthcare support pharmacists can now provide, people don’t always think to visit their pharmacy first when they feel unwell. Pharmacists Everywhere as a creative platform seeks to address that.
“Pharmacists Everywhere is also one of our strongest articulations of our brand purpose – With You, For Life, reflecting the importance of healthcare to customers throughout their lives and to Boots as a business.
“Our ambition is that we will use Pharmacists Everywhere as the starting point for our healthcare campaigns in the coming months and years as we know that shifting behaviour is a long-term commitment that requires consistency in messaging and creative output.”
The TV advert and wider integrated, 360 campaign is running across print, social, digital, instore and ADOOH, showcasing real time locations of pharmacist support.
The integrated campaign has been developed in partnership with advertising and media agency The Pharm and led by VML.
