• by Larissa Faw , October 1, 2018

Rite Aid is back once again during the fall season with a campaign to remind people to get their flu shots. 

This 2018-2019 flu immunization campaign is the first work to debut from Havas North America, Rite Aid’s new AOR, and its Well Village team. 

The creative is themed around how Rite Aid gives flu shots so people don't miss important events, like anniversaries, “the big race,” family trips or blowing out candles on a birthday cake. The messaging was specifically designed to make itself relevant for as wide as audience as possible, says David Abelman, executive vice president, marketing, Rite Aid.

This campaign also incorporates a "flu -ree community" message into all facets of its outreach to remind people that "it takes everyone stepping up," says Abelman, adding that to ensure this mass immunization mindset, "we must find a way to connect in a way that speaks directly to them." 

The media buy includes radio, TV, social media, mobile, out-of-home and PR, along with a digital marketing plan.

In addition to a nationwide campaign rollout, Rite Aid is developing tailored messaging for select regional markets where the retailer has a strong footprint, including Cleveland,  Detroit and Harrisburg, Pa. For instance, Ohio's OOH will state, "We give flu shots so you don’t miss the big race,” a nod to the Rite Aid Cleveland Marathon.