CVS All Kids Can

In March 2006, the CVS/pharmacy Charitable Trust worked with Cone to develop CVS All Kids Can, part of CVS’ five-year, $25MM commitment to helping children with disabilities learn, play and succeed. As part of the program, CVS committed $950,000 to build eight Boundless^™ playgrounds in Florida. To celebrate the launch of these projects, CVS and Cone created a memorable and groundbreaking event for the first of these playgrounds, which was built in the Little Havana community of Miami.

With the overarching goal to raise awareness of CVS and its community relations efforts, the CVS and Cone teams approached the event with a three-pronged strategy:

• Engage Key Dignitaries: CVS and Cone secured attendance by Florida Governor Jeb Bush, Miami Mayor Manny Diaz and Commissioner Joe Sanchez, representing Little Havana.
• Build Reputation Within the Community: Cone worked to establish the CVS brand in the area since the 2004 acquisition of 1,200 Eckerd drugstores. Outreach included schools, neighborhood families, local community groups, experts and related organizations serving the disabled.
• Humanize the Event: The team engaged Stefani Busansky as a speaker at the event. Stefani has a daughter, Sarah, who was born with cerebral palsy.