CVS launches campaign recognizing women’s roles as caregivers

WOONSOCKET, R.I. CVS officially launched on Tuesday a new campaign honoring women, who make most of the health care decisions in their families.

The multi-faceted national campaign, dubbed “For All the Ways You Care,” recognizes women’s roles as nurturers and caregivers.

“Our research showed that women find enjoyment and reward in their roles as caregivers, despite sacrifices,” stated Helena Foulkes, senior vice president of marketing and operation services for CVS. “This campaign is an opportunity to celebrate these women and to show that we understand what it means to care.”

The campaign includes a television ad portraying a woman’s acts of caring. At the end of the ad, the woman is revealed to be a CVS pharmacist. The television spots will air during prime time national programming reaching women aged 35 and older. Such programs include “Dancing with the Stars,” “Extreme Makeover Home Edition,” and the “Oprah Winfrey Presents: Mitch Albom’s For One More Day.”

The campaign also includes a new Web site where people can share stories and inspiration. The site, located at, will further develop over time as an online community dedicated to caring. In 2008, CVS will honor 10 people for their inspirational stories, selected by a panel of women. Online banner ads and CVS marketing vehicles will drive traffic to the site.

Hill Holiday of Boston created the campaign for CVS. Acme Filmworks of Los Angeles designed animation for the campaign. Recording the “Ordinary Miracle,” for the television spot was singer and songwriter Kathy Fisher.

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