Background After undertaking a training program to get all 17,000-odd pharmacists certified to administer vaccinations, Walgreens set a goal to dispense five million flu shots in 2009. Insight The best thing any mother can do for her family is to stay healthy, so she can care for them. Staying healthy in flu season means planning ahead of time. At Walgreens we have everything to help you arm yourself. Action The \”big idea\” that was created involved positioning flu shots not as a self-centered act but as \”the best thing she could do for her family. The \”Arm Yourself\” tagline, therefore, was a literal call to action, and also spawned the visual that would serve as centerpiece in marketing creative: vaccinated consumers flexing their arms to show off a heart-shaped bandage inscribed with the name of a loved one benefitting from their action. Result five million flu shots Unaided consumer awareness of Walgreens as a destination for flu shots rose 22 percentage points and as a \”provider of health services that are easy to access\” 11 points to 56% Reference Breen, P. (2011, May 5). Case Study: Walgreens Makes the Best of. Instore Marketing Institute.