Health and beauty retailer Boots has today (20 February) launched what it calls its ‘biggest healthcare campaign to date’ in order to champion women’s health and drive awareness of its expanding healthcare offering.
‘Our Health Is As Individual As We Are’ will run for six weeks and will be supported by key assets released across TV, out-of-home, print, social media, in-store activations and online.
Developed by WPP’s The Pharm, the campaign is centred around a 30-second hero film that depicts several women experiencing a range of health issues as they make full use of physical and online Boots services for support – highlighting the firm’s strapline: “With you. For life.”
The wide-ranging campaign is expected to reach an estimated 11.8 million women across the UK, and will target women of all ages going through different stages of their lives.
“This campaign aims to reaffirm Boots as the leading healthcare business in the UK. Our most recent campaigns outside of Christmas have focused on our beauty offering and have been very successful in terms of shifting perception in that area,” Boots chief marketing officer, Pete Markey said.
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“Now, we want to ensure our customers are aware of the full range of healthcare advice, products and services they can access with us that they might not have known about before. This advert is also the launchpad of ‘with you for life’ in healthcare marketing and we think it really encapsulates how we are there for our customers at every life stage.”
The campaign will be highly personalised, with 60% of media activations using Boots’ first party data interactive formats and localised dynamic creative across a series of tailored digital out-of-home assets.
The Pharm associate strategy director, Leonie Hondeborg added: “Women’s health experiences are so individual, yet many often find themselves with a ‘one-size fits all’ solution that isn’t tailored to their needs. We needed to show women that their health deserves better, there’s no right or wrong, and that Boots support is easily accessible to all.”
The news follows the announcement last month that Boots had renewed its flagship sponsorship of reality TV show Love Island for a third consecutive year.
