Walgreens' 2019 Campaign Brings 'Red Nose' Changes

The fifth iteration of Walgreens’ annual Red Nose Day campaign this year offers some twists, most notably the introduction of five different character noses that are being sold for $2. In the first four years of the campaign, only one type of nose was available and each sold for $1.Dubbed “Everyday Heroes,” this year's nose characters comprise Red (the original red nose) as well as Rojo, Ruby, Scarlet and Rusty. According to a news release announcing the campaign, the noses each have a special power to address serious issues affecting children living in poverty: illness, homelessness, hunger and illiteracy, respectively. The noses are concealed in packages that don’t reveal their identities, making it a surprise purchase for shoppers.“Supporting young people and communities is a key pillar of what Walgreens stands for, which is why Red Nose Day is a cause we support year over year,” Alex Gourlay, Walgreens Boots Alliance co-chief operating officer and Walgreens president, said in the release. “With the help of our Everyday Heroes, Walgreens is committed to improving the lives of children in need with critical funds and programs, while also supporting our customers in shaping a socially conscious next generation. Just by shopping at Walgreens, we are showing people that a small act — like purchasing a red nose — can help make a significant difference in their communities.”Stocked on counter displays at checkout, the noses are being sold April 22 through June 1, with sales benefitting Comic Relief’s Red Nose Day charity.As part of the effort, Walgreens launched a "Hero High Five Challenge." Parents and their children are encouraged to collect all five noses and post a photo on social channels using #HeroHighFive hashtag. Participants may be featured during the Red Nose Day primetime TV program, May 23 on NBC.Walgreens' own social activity, including multiple YouTube videos (see below), support.Also new in 2019, Walgreens is introducing dedicated recycle bins for the noses that will be placed near store entrances through mid-June.Beneficiaries of the Red Nose Day Fund include the Boys & Girls Clubs of America; Children’s Health Fund; Feeding America; Save the Children; charity: water; City Year; Covenant House; International Rescue Committee; Laureus Sport for Good; UnidosUS; and The Global Fund.P2PI members are encouraged to check back in the coming weeks as we showcase the extensive supporting P-O-P activity expected from Walgreens and its vendors.

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