Arm Yourself for the Ones You Love
Best Multidiscipline Campaign
AND
Best Idea or Concept
Agency: Arc Worldwide
Campaign: Arm Yourself for the Ones You Love
Client: Walgreens
Walgreens wanted to be the No. 1 retailer for flu shots. Their goal was to create a promotional campaign that would inspire 5 million people to get flu shots at Walgreens, up from an all-time record of 1 million the previous year, and to increase the brand perception of Walgreens as a healthcare service provider rather than just a drugstore by 5% (from 45% to 50% of consumers).
Their research discovered an untapped market – a group of women they called ‘intender moms’ – people who were so busy doing things for others that they never had time for themselves. To capture their attention, the campaign positioned the flu shot as a selfless act, a meaningful way for moms to protect the ones they love. The creative included an icon of a heart-shaped bandage in a heroic pose, with space for writing in the names of those she would be protecting by getting the flu shot and the caption “Arm Yourself for the Ones You Love.” The bandage was designed to draw attention from others as moms went about their day.
The program kicked off with an out-of-home photo montage in Times Square of thousands of real people showing off their hearts. Posters were placed where people most likely to be exposed to the flu, such as bus stops, airports and hospitals. Dr. Oz promoted the campaign by getting a flu shot on his show at a Walgreens. In-store, TV and regional print supported the program. Pharmacists gave out “I got my flu shot for _____” bandages/stickers to flu shot recipients transforming them into Walgreens flu shot ambassadors. Digital and social media allowed people to show their love with their network of family and friends.
In just two weeks, Walgreens administered more than 1 million shots. They exceeded their 5 million goal by nearly half a million and did it only five weeks. Sales were more than 500% over the previous year.
