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Boots UK has launched a ‘behaviour change’ campaign across TV, radio, print and social media to encourage the public “to think of their pharmacist first” when it comes to health concerns. 

The campaign, titled ‘Pharmacists Everywhere,’ includes a TV advert in which pharmacists appear in unexpected environments such as cafés and swimming pools as people start to feel ill. 

As the campaign launches across a range of channels, the company said it is “designed to shift perceptions of Boots from a healthcare retailer to the first port of call for people’s total healthcare”.

Boots marketing director Laura Gooday said: “This is our first behaviour change healthcare campaign that is designed and built for the long term. 

"We know that, despite the broad range of healthcare support pharmacists can now provide, people don’t always think to visit their pharmacy first when they feel unwell. Pharmacists Everywhere as a creative platform seeks to address that.  

“By humorously showing our pharmacists pop up in unexpected places outside the pharmacy, we want to disrupt the typical healthcare journey of feeling unwell, waiting it out, and seeking support from a GP when symptoms don’t improve. 

“Instead, we are encouraging people to visit their local Boots pharmacy as soon as they start feeling unwell, and in this campaign, we celebrate the wide range of healthcare conditions they can support people with – from earache to contraception – with no appointment needed.”