Walgreens
Veterans Recruitment Campaign
Walgreens requested two creative concepts for their veteran audience and its corresponding HERO Program – which includes shift leads, emerging store managers, pharmacy operations managers or store manager unassigned positions. After interviewing several employees, we keyed in on how Walgreens is a natural and appropriate landing place for transitioning veterans and provided options that gave a launching pad for further conversations.
CD: Martin Dudek
CW: Faron Greenfield
AD: John Giannelli
Concept 1
GO WALGREENS
As veterans transition to civilian life, they wonder how their skills will translate. They worry if companies will understand and value their military experience. And they all ask the question: “What’s next?”
This concept delivers the answer.
It takes veterans from point A to point B, establishing a familiar anchor related to their service and moves them forward. It respects everything they’ve done and shows them what they can do next.
So, when a veteran asks, “Where do I go from here?”, you can tell them to “Go Walgreens.”
Concept 2
NOW HIRING HEROES
Many veterans are simply looking for a chance. At Walgreens, we offer much more than just that.
Here, we have something amazing – the HERO Program – specifically for those who have served. And within it, veterans can have the structure and the opportunity to find a new path that leads to store management.
This concept elevates the HERO Program. It meets transitioning service members where they are. In their space. Using their terms. It’s casual and fun and respectful, but never flip. It acknowledges their familiar reference points and welcomes them to experience ours in the retail space.
This is the HERO Program. And it’s where they belong.