As a new concept in independent pharmacies, Careway had shaken up the formula to become the destination for anything health and wellbeing-related – from skincare advice to diabetes checks and dietary consultations. We needed to put the high street pharmacy back on the map as the local community health hub and where better to start than the flu jab? As one of the first independents to offer the flu jab outside of the doctor’s surgery, we needed to grab the attention of the nation and encourage people of all age groups to stay fighting fit for winter and get their jab in at their local Careway!
Naturally, we called on the services of the UK’s oldest professional boxer and British Empire Medal holder, Jack Bishop. At 92 years of age, Jack was still running his own boxing gym and fighting fit and healthy, thanks to annual flu jabs which helped him kick his nasty bout of flu to the curb and carry on perfecting his right hook. The results? Buckets of regional coverage, a user-generated social media campaign geared around #getyourjabin and an uplift in flu vaccinations administered throughout the flu season. Perfect.