15 charities, one bag, one message. Keep moving.
Targeting
People with long-term health conditions
A coalition of 15 health charities needed a channel that reached people already engaged with their health, without feeling like another piece of clinical advice. Pharmacy bags delivered the message at the exact point people were already thinking about their condition.
Challenge
Motivation misses the reality
People managing long-term health conditions are often talked at, not with. Generic “get active” messaging can feel unrealistic or judgemental, switching this audience off rather than encouraging them.
Why it worked
Credibility at the counter
Reaching people at the pharmacy counter, a setting already tied to managing their health, delivered a supportive, achievable message backed by 15 trusted charity partners, lending credibility a single-brand campaign could not match.
More work
