disp. genuine care. stat. w/ Boots
The challenge
Boots are pharmacists, first and foremost. Established in 1836, they’ve provided over-the-counter care on every major High Street in the UK for almost two centuries. But with increasing pressure on GP surgeries, the role pharmacies play within the community is changing, with a greater focus on the dispensing of advice and guidance, as well as pills. We needed to secure Boots position within this new world.
The solution
If providing genuine care was the future of Pharmacy, we needed to position Boots at the forefront of it. Our message, ‘The best treatment is you’ emphasises the new role pharmacists will play in providing community healthcare at Boots. A typographical-led campaign, drug suffixes and Latin shorthand, the language of pharmacists, was used to reinforce the idea that without the expertise of these pharmacists (the only people able to understand the abbreviations) Boots couldn’t make patients feel better, or feel good.
The results
Live since mid-June 2016, the campaign is rolling out on a phased launch. One week from going live, applications for Pharmacist roles doubled.
Art Director: Steve Frith