The latest campaign for Shoppers Drug Mart assumes a more serious face than past efforts as it focuses on Health Watch, an umbrella label for a number of services offered by the chain.

Gord Stromberg, Shoppers senior vice-president of advertising, says, ‘What we’re trying to do with all our advertising is establish our pharmacist as an integral member of the healthcare community, to encourage dialogue, so patients feel comfortable about coming in and asking the pharmacist questions.’

He says Shoppers is branding everything within the pharmacy, including some new services, under the name of Health Watch.

The campaign, from TBWA Chiat/Day of Toronto, kicked off earlier this month with a teaser television commercial. Four other spots have been added and Stromberg says there will ultimately be a pool of 10 commercials, all dealing with different elements of the Health Watch System.

The new services have not yet been announced but some of the existing facets of the program that will be featured include the Health Watch reminder, a computer printout given with all new prescriptions that details how to take the medication and lists any side effects; blood pressure units in the stores; the breast self-examination program; and extended-hour stores and the 1-800 number to call to find the nearest store.

Arthur Konviser, senior vice-president of public affairs for Shoppers, says the campaign responds to current and future changes in the Canadian healthcare system.

‘We’ve always been committed to healthcare. Sometimes we’ve strayed and showed some of the more entertaining things in our business, but when it comes to the dispensary, we’re very serious about communicating our healthcare message.’

The teaser spot laid the groundwork with a solemn message about taking care of one’s health and how Shoppers Drug Mart and its Health Watch System can help by delivering services over and above other drug stores. The delivery is given by a somber-looking man in extreme close-up.

The television commercials have been shot in black and white to further highlight the seriousness of the message, although as new work is broadcast over the next few weeks a slight color tint will be noticeable in each of the spots.

The television buy will be supported by a heavy print campaign in selected magazines and newspapers, in addition to in-store display material.