Dr. Scholl’s Stands With Frontline Workers
Scholl’s Wellness Co. supported workers on the front lines of the COVID-19 pandemic through its Dr. Scholl’s brand.
The #WeStandWithYou campaign honored healthcare workers, first responders, delivery people and warehouse crews on the job during the crisis with a series of actions showing gratitude. The ad campaign, created by the San Francisco office of McGarryBowen, aired on national syndicated and cable TV in the U.S. and Canada. The mix of 15- and 30-second spots in the U.S., along with 10-second spots in Canada, were supported by a complementary digital and social media campaign.
The inception of the campaign tied in to the brand’s heritage. “Supporting the health care industry has been part of Dr. Scholl’s’ DNA since our founding in 1904 by Dr. William Mathias Scholl,” says Craig Stevenson, CEO of Scholl’s Wellness Co. “We wanted to do what we could for all the caregivers who are working tirelessly on the front lines, and it is our sincerest hope that this gesture shows our appreciation for those who are there for us when we need them the most.”
Dr. Scholl’s first expressed its gratitude in April with a donation of roughly $2 million in Massaging Gel Work insoles to help more than 160,000 healthcare workers reduce muscle fatigue and absorb shock when standing on their feet all day. Then the ad campaign rolled out, followed by a show of support in the form of branded messages to frontline workers projected in large scale outside three New York hospitals in late April. At the time, New York was a widely publicized hot spot of the pandemic.
The campaign’s final phase began in May, Stevenson says. It was a social media effort to encourage consumers to post who they stand for and to donate to Direct Relief, a humanitarian aid group providing support and PPE to healthcare workers.
All the campaign activity is housed on a dedicated web page within DrScholls.com. The bottom of the page is comprised of a curated collection of social media posts using the #WeStandWithYou hashtag including an update from the official CVS Pharmacy Twitter account.
Although there was no in-store activity related to the campaign Dr. Scholl’s advertised in print media to support those in retail. This included honoring retail workers in a special edition of USA Today in May that praised retailers sustaining the country and supporting Path to Purchase IQ sister publication Drug Store News’ “Heroes of the Industry” special feature.
Capwell Communications, Newport Beach, California, provided pro-bono media relations support for the advertising campaign.