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Rite Aid Wins Award For Caregiver Video Series

Caregiver AwardAd Age Magazine recently recognized Rite Aid for an online video series aimed at helping the estimated 44 million Americans who provide care to an adult friend or family member.

The series – entitled “Giving Care for Parents” – received a 2010 Media Vanguard Award, presented to publishers that are finding innovative, technology-driven means to extend their franchises and connect with audiences in new ways.

The 116-video series provides guidance on topics ranging from dementia and diabetes to cancer and injuries from falls. Along with interviews of health professionals providing medical guidance, the videos also highlight the real-life stories of actual caregivers, who provide insight into the financial and emotional struggles that can accompany adult care-giving.

“There’s no brand hard sell; instead, the videos underscore Rite Aid pharmacies as an authoritative source of information on care-giving and aging,” judges wrote. “Remarkably the series addresses a middle- to lower-income demographic that is typically neglected in digital marketing initiatives.”

Judges also called the series “sober, serious and utterly unflashy, which makes it stand out even more” at a time when many are using technologies to position brands as “shiny, happy players on the digital bleeding edge.”

The “Giving Care for Parents” video series, created in a partnership with Fox Learning Systems, can be viewed at riteaid.com/giving-care. Rite Aid and Fox Learning Systems brought viewers to the Giving Care website by integrating the videos with local television coverage of disease specific topics. Each quarter, these efforts produce thousands of on-air messages and more than 1 million page views.

The Caregiver program is sponsored by Rite Aid suppliers, who receive prominent display on the Caregiver endcap, in special Caregiver circular spreads and in other multi-media promotional vehicles throughout the year.