MQ CASE STUDY
GETTING A FLU SHOT EARLY can help prevent the flu from spreading among communities and Rite Aid
is heading into flu season on a mission to
combat the virus.
The pharmacy retailer is running an integrated marketing campaign this fall urging
people to get a flu shot and create “flu free
communities.” The cross-channel effort includes: digital, radio, TV, social media, mobile, out-of-home and PR.
“Our push to take the flu seriously is es-
pecially relevant given the severity of the
recent seasons,” says David Abelman, Rite
Aid Executive Vice President of Marketing.
“At Rite Aid, we believe prevention is better
According to the Centers for Disease Con-
trol and Prevention (CDC), the flu killed
and hospitalized more people in the United
States last winter than any seasonal influ-
enza in decades. The CDC recommends
that those 6 months and older get a flu vac-
cine before the end of October since it takes
about two weeks for the body to get full
coverage from the shot.
Rite Aid’s messaging plays up the importance of getting a flu shot in order to avoid
being sick and not have to miss out on all
that life has to offer. In the ad, the pharmacy chain encourages consumers to get a shot
from one of its certified immunizers in order
avoid missing out on holiday gatherings,
family vacations, and other personal events
that take place throughout flu season.
This year’s marketing efforts encourage
people to protect themselves from the flu
early. “If we educate people on how getting
a flu shot helps prevent widespread illness
in the community, we believe we’ll help convince more people to get vaccinated at our
local pharmacies,” adds Abelman.
The campaign, which will run nationwide throughout the 2018-2019 flu season,
RITE AID TAKES ON THE FLU WITH
A NEW SOCIAL MEDIA CAMPAIGN
BY DIANNA DILWORTH