CVS Health activated its national sponsorship of the American Heart Association’s Go Red for Women movement for the second time by expanding the free, preventative heart screenings it offered on Valentine’s Day last year into a month-long program.
Screenings were made available at MinuteClinics every Wednesday in February — including Valentine’s Day — to tie in to “American Heart Month.” Dubbed “Know Your Numbers” screenings, the events were sponsored by Bayer HealthCare's flagship aspirin.
Account-specific standees positioned at CVS/pharmacy store entrances invited shoppers to support heart health research and education by making a donation at checkout through Feb. 17 or on a promotional web page where donations are still accepted. Go Red for Women also spotlighted CVS Health with a sponsor page on the movement's website.
In co-op activity, the retailer teamed up with Mars Inc.’s Extra to pledge $1 to the AHA (up to $100,000) for every pack of the brand's gum sold at CVS stores in February. Supporting social media updates from CVS employed the gum's #GiveExtraGetExtra hashtag, which is designed to highlight charitable promotions and encourage the act of giving online.
Other digital support for the screenings spanned a series of informative blog posts on cvshealth.com and an array of social media updates posted periodically throughout the month on the retailer’s numerous Twitter, Facebook and Instagram accounts including the MinuteClinic, CVS/pharmacy, CVS Health, CVS in the Community and CVS in Action. The updates employed various hashtags such as #KnowYourNumbers, #WearRedAndGive, #AmericanHeartMonth, #WomensHeartHealth and #GoRedForWomen. Go Red for Women also supported via social media.
On YouTube, CVS enlisted Olympic swimmer and Go Red for Women ambassador Dana Vollmer to highlight why monitoring heart health is important. (See video below.)
In other supporting activity, CVS employees partook in national "Wear Red Day" on Feb. 2, which they documented on Instagram. The chain also made a three-year commitment to promote heart health and pledged to raise a minimum of $10 million to support cardiovascular research and education through 2019.