Boots has launched a new campaign aimed at getting Brits to think of their pharmacist first when they have a health concern.<\/p>\n
The marketing drive includes a TV advert that sees pharmacists popping up in unexpected places as people start to notice symptoms of ill health, highlighting the range of conditions they can support through advice, diagnosis and treatment.<\/p>\n
Additionally, the campaign launches a long-term creative platform, called Pharmacists Everywhere, designed to shift perceptions of Boots from a healthcare retailer to the first port of call for people\u2019s total healthcare.<\/p>\n
The TV advert launches nationwide today (11 September) with a 30 second film directed by Fiona McGee from film production firm Arts&Sciences.<\/p>\n
The wider integrated 360 campaign will also go live today across print, social, digital, instore and ADOOH.<\/p>\n
The integrated campaign has been developed in partnership with advertising and media agency The Pharm and led by VML.<\/p>\n
It comes as new research by the retailer<\/a> found 39% people admitted to regularly de-prioritising their health during the busy back-to-school season.<\/p>\n The top reasons people may put their health on hold were feeling a burden to GPs (40%) and the time it took to book and go to an appointment (49%).<\/p>\n Boots director of marketing Laura Gooday said: \u201cThis is our first behaviour change healthcare campaign that is designed and built for the long term.<\/p>\n \u201cWe know that, despite the broad range of healthcare support pharmacists can now provide, people don\u2019t always think to visit their pharmacy first when they feel unwell. Pharmacists Everywhere as a creative platform seeks to address that.\u201d<\/p>\n \u201cBy humorously showing our pharmacists pop up in unexpected places outside the pharmacy, we want to disrupt the typical healthcare journey of feeling unwell, waiting it out, and seeking support from a GP when symptoms don\u2019t improve.\u201d<\/p>\n In August, Boots expanded its home testing kits<\/a> to help shoppers understand their health.<\/p>\n