Walgreens' BTS Effort Supports 'We Teachers'
Walgreens further evolved its relationship with the for-profit Me to We Foundation and its We Charity by launching a “We Teachers” program during the 2019 back-to-school season.
With help from supplier partners, Walgreens committed $5 million to Me to We to fund the development of the program, which will provide free access to online digital training modules that will, according to a Walgreens media release, help educators “identify and assess issues affecting their students; secure the tools needed to address the issues in a supportive manner; introduce new experiential learning techniques in the classroom; and help students become more socially conscious, compassionate and engaged citizens.” The modules will begin rolling out this fall and will be available in English and Spanish to teachers in the U.S. and Puerto Rico.
When shoppers purchase products from supplier partners from July 21 through Sept. 7, they join the manufacturers’ commitment to supporting teachers, according to the release, and can track the impact brands are making at walgreens.com/metowe.
A plethora of signage and displays promote the program in stores, including posters and A-boards at entrances and the in-line section of the seasonal aisle. Circular features, the retailer's monthly coupon book and social media activity support. Additionally, Walgreens activated its Text2Clip coupon program in support; headers in the seasonal aisle provide the details.
Hershey Co.’s namesake brand takes a lead role with dedicated counter units and clings at checkout that trumpet exclusive, specially marked “Give Education” chocolate bars – and the purchase of one triggers a 35-cent donation to Me to We. Dedicated social media activity supports.
Shoppers can also make donations at the register.
“As a company, Walgreens is deeply committed to empowering all the communities we serve,” Alyssa Raine, Walgreens chief marketing officer, said in the release. “Teachers give so much of themselves to nurturing youth in our communities, and we are proud to support them and help our customers to do the same.”
Additionally, consumers can nominate a teacher – and teachers themselves can apply – for a $500 We Teachers Award to cover the teacher’s out-of-pocket expenses. There will be a minimum of 500 recipients, according to the release. More information is available on the walgreens.com landing page.
And for the second straight year, Walgreens is sponsoring the "We Day Special," which airs Aug. 9 on ABC-TV.
Walgreens has supported Me to We in various ways since 2016. In 2018, Walgreens introduced a collection of school-related merchandise that when purchased triggered unspecified "impact" that helps fund a child's education in a developing community.
- Path to Purchase Institute members can read much more about Walgreens' cause programs at p2pi.org. Members also have access to more than 8,000 images and 800 articles of marketing and merchandising activity at Walgreens, along with a full Retailer Profile outlining the chain’s operations and strategies.