WOONSOCKET, R.I. — CVS/pharmacy here launched a publicity campaign yesterday focusing on women’s roles as nurturers and caregivers. Called “For All the Ways You Care,” the campaign considers that women make most of the health care decisions for their families. “Our research showed that women find enjoyment and reward in their roles as caregivers, despite sacrifices,” said Helena Foulkes, senior vice president of marketing and operation services for CVS/pharmacy. A new television ad will air during prime time national programming aimed at women age 35 and over. It portrays a woman’s gestures brought to life with animation — pulling a rainbow from the sky to wrap around an elderly woman, and offering a ribbon from her hair to a bird to help build its nest. The woman is revealed at the end to be a CVS pharmacist. The campaign also includes a new website, ForAllTheWaysYouCare.com, which will feature the ad and stories submitted to the site about ways people care for themselves or others. Online banner ads and CVS/pharmacy marketing vehicles will drive traffic to the site, the company said.
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