STEPHANIE SMALL-ROSS
COPYWRITER
National Flu Campaign
Brief:
Develop a campaign to encourage flu shots at all the Loblaw banner stores.
Concept:
When we kicked off this campaign, we wanted a simple rallying cry—“Sleeves up!”—and it ended up powering a successful two-year run that got more people to roll up their sleeves for flu shots.
Executions:
In-store, OOH, radio, video, digital and social.
Travel Campaign
Brief:
Communicate the travel health services offered by Shoppers Drug Mart and Pharmaprix.
Concept:
The idea came together fast—no one wants to get sick on vacation. For visuals, we had fun making souvenirs for the various diseases. We also sent out cheeky postcards from fake destinations like Typhoid and Hepatitis.
Executions:
In-store, digital, website, social and radio (see Radio section).
Results:
Customers really enjoyed the postcards. One customer wanted to buy the Travellers' Diarrhea shirt. Sorry buddy, I only wish they were real.
Naloxone Campaign
Brief:
Communicate to customers that they can pick up free Naloxone kits at the Pharmacy. Tone is to be inclusive and non-judgemental.
Concept:
This was honestly one of the hardest campaigns I have ever worked on. It's devastating to think that anyone who takes an opioid could overdose. The person you save could be your brother, teacher, neighbour, or friend. We kept the message and graphics simple, yet comforting, in order to appeal to a larger audience without shocking or shaming anyone.
Executions:
In-store, digital and website.
Oral Health Campaign
Brief:
Connect oral health and overall health; link disease states to oral care solutions.
Concept:
While skimming this website, I'm sure you have noted my love of puns. To find a pun that works so well with the brief objective is rare... how could I not use it? It made the stodgy topic of oral health more relatable, and help set up the facts in a fun, easy to digest way. My AD partner and I had almost too much fun creating a series of Gardiner Boards. With the challenge of using 7 words or less, and zero product, we found a delightful way to promote our oral care solutions.
Executions:
In-store, Gardiner Board and Pharmacy Newsletter.
