Walgreens
Pharmacy Recruitment Campaign
In late 2022, there was a significant pharmacist and pharmacy technician population gap within Walgreens. The core challenges could be summarized by three major buckets – concerns around pay, not feeling valued and being understaffed and overworked. While some pharmacists’ concerns were valid, Walgreens had already made big moves to address many of them — but that reality is being lost in the conversation. We needed to launch a campaign to market as quickly as possible that would bust negative myths and tout the big accomplishments Walgreens had made in this space.
CD: Martin Dudek
CW: Faron Greenfield
AD: John Giannelli
Concept 1
TOGETHER, WE CHANGE
The existing Recruitment Brand’s tagline is Together, we care. And now, together, we’ll change.
Walgreens has been putting some serious weight and resources into the pharmacy... and it’s time that pharmacists and pharmacy techs know just how much.
This direction presents direct statements about all of the things that Walgreens is doing to support its pharmacy employees.
These executions are written in the same style as our original recruitment brand work — with clear headlines followed by commentary we call a ‘quip.’ And here, we elevate the quip to to drill down deeper into these important messages.
Concept 2
THAT’S PHARMACY AT WALGREENS
It’s a challenging time and Walgreens is putting huge amounts of capital and effort into addressing solutions. And we’re here to remind people of all of the amazing ways that Walgreens supports its employees and is creating a better experience for everyone.
This concept is the truth laid bare.
It’s matter of fact in the way that we drop the facts. And the summation succinctly defines what everyone will soon know: That’s Pharmacy at Walgreens.
Concept 3.1
A PRESCRIPTION FOR SOMETHING BETTER
Medicine – by its nature – is intended to ward off harm and make us better. And right now, Walgreens Pharmacy has a few aches and pains.
So, in this direction, our “prescription” is used as an apt device to apply the solution. One that mirrors the steps that Walgreens is taking to make the pharmacy experience a little healthier for its employees.
We’ve heard our diagnosis. We’ve built a treatment plan.
And we’re ready to fill that prescription.
Concept 3.2
A PRESCRIPTION FOR SOMETHING BETTER, ALT VERSIOn
And then a proposal to up the boldness one more level by utilizing this concept to be more blunt.