Copyright 2021 Chad Senecal

#OneStepCloser

SITUATION
Building on the momentum of our successful COVID testing initiatives and with the vaccine nearing release, it was critical to remain front and center in the public’s mind. Our goal was to reinforce CVS Health’s role as a trusted healthcare partner throughout the pandemic.

TASK
Develop a hopeful, omni-channel campaign that would inspire a nationwide movement anchored by the hashtag #OneStepCloser, symbolizing progress, unity, and the path toward recovery.

ACTION
Led and oversaw the end-to-end development of the campaign, ensuring strategic alignment and execution across all major touch-points, from broadcast and digital to in-store and social media.

RESULTS

• Over 30 million vaccines administered and counting

• Campaign spot achieved a 73/100 persuasion score, driving intent to visit CVS Pharmacy for their vaccinations

• Scored 87/100 on meaningfulness, resonating deeply with audiences nationwide

• Earned a 90/100 enjoyment score, reflecting strong emotional engagement

• Successfully delivered a message of hope and compassion, with heartfelt storytelling that continues to inspire

ACTIVATIONS CONTINUED