Pharmacy Association of Saskatchewan
After the Saskatchewan Government had authorized pharmacists to administer flu shots, it was our task to let the whole province know. Strategy and creativity came together in this awareness campaign, and delivered great exposure to the message.
The media plan included a great outdoor component in major cities, print ads in rural newspapers and seniors' publications, in-pharmacy posters and tent-cards, targeted Facebook ads, and we aired a video public service announcement on all TV networks. Further exposure came through talk shows on TV and Radio stations. The campaign also featured the newly created tagline "We do pharmore than you think." to reinforce the growing role of pharmacists in everyone's health care team.
In its first year, the campaign saw 25% of flu injections done in pharmacies. And by the second year it had reached 36% and passed the 50% mark in the third year!
“Advertising is the art of the tiny. You have to tell a complete story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.” Dick Wolf