Manifest was retained to develop a corporate citizenship strategy for Shoppers Drug Mart that would help define and position the company’s citizenship efforts.
First, we established a distinctive signature cause for the company rooted in women’s health – in body, mind and spirit. At the heart of this idea was Shoppers Drug Mart standing up for the importance of women’s health. The creative idea was simple: Shoppers Drug Mart is putting WOMEN on a pedestal, and raising the importance of their health. We then helped bring the signature cause to life and handled everything from identifying key charitable partners to program design to employee and customer activation. We also convened a group of leading women’s health experts to conduct a national research study into how women perceive their health.
What did we change? The company’s commitment to advancing women’s health in mind, body and spirit continues to inform partnerships, promotions and programming. Recent quantitative reports have indicated that SDM’s core consumer base is aware of its support for women’s health – well ahead of awareness of other well-known retailers’ cause programs. Employee awareness and appreciation is also increasing as measured by internal employee engagement surveys.