Shoppers rebrands women’s health program

The retailer revamps its CSR and annual fundraising program, and brings on a new partner.

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Shoppers Drug Mart has rebranded its women’s health-focused CSR program, along with striking a new partnership with Osteoporosis Canada.

The retailer is pushing its newly-named “Shoppers Love You” program in-store (across all locations in Canada) and with print advertising over the next month, although the initiative runs year-round, providing health resources to customers and sponsorships of women’s health initiatives. The program is focused on reaching women at different points in their lives and includes partnerships with organizations such as the Canadian Breast Cancer Foundation and Motherisk, which is focused on helping women during pregnancy and nursing.

Shoppers has had a women’s health-focused program for the past five years, during which time it’s helped contribute roughly $57 million to various initiatives (in part through in-store fundraising from sales and event sponsorships).

“This way of branding really has a stronger message,” says Lisa Gibbs, director of community investment at Shoppers. The idea behind the new name was that women are at their best when the love themselves, she says.

Shoppers is promoting its women’s health partnerships on social media with “#ShoppersLoveYou” and will be asking women to share their “healthy selfies.” It will also be renaming its Shoppers Run for Women, which has races in various Canadian cities, all focused on mental health support, as the “Shoppers Love You Run for Women.”

New this year is a partnership with Osteoporosis Canada, an area of support that was a gap in Shoppers’ program. “When looking at women’s health, there’s lot of super programs but there’s also so many conditions that more women need to know about,” Gibbs says.  A recent “Bone Health Survey” from Osteoporosis Canada, for example, found that four in 10 women surveyed weren’t sure if they are at risk for the condition and most weren’t knowledgeable about the facts of osteoporosis and how it can be prevented.

Beginning Sept. 12 until Oct. 9, Shoppers will also run its “Tree of Life” in-store fundraiser with a new name, “Grow Women’s Health.”