Hallmark Partners with CVS to Promote Healthy Well-Being

How exclusive card collections are taking a stand against cancer
Apr 5, 2019 11:15 AM ET
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Promoting the importance of improving one’s health was the impetus for two new exclusive card collections Hallmark Greetings created to be offered at CVS locations throughout the United States.

“CVS’ mission is to help people on their path to better health,” explained Steve Cashman, CVS national account sales director, Hallmark. “And the collection came about to support that need.”

The first card collection was connected to the organization Stand Up to Cancer, which raises funds — with the support of the entertainment industry — to accelerate the pace of cancer research to get new therapies to patients more quickly.

“They’re one of the major charity organizations CVS supported for the last several years,” said Cashman. “In October 2017, CVS promoted better health and made a donation of $1 for any Hallmark card bought at CVS, generating $50,000 for Stand Up to Cancer.”

“It was great to see some of the comments on social media in terms of having these two great brands teaming up to battle cancer,” said Cashman. “It was another example of some of the great things Hallmark does and of what we can do when we put our brand behind important causes.”

In addition, Hallmark Greetings created another collection with a more lighthearted approach under the Shoebox name, Laugh for the Health of It, by using humor to help people on their path to better health and avoiding illness.

The two collections are refreshed twice a year and Cashman says Hallmark is exploring additional opportunities in the future with other charitable organizations CVS supports. For instance, plans are underway for Hallmark to offer a Go Red for Women collection in 2019 to help raise awareness about heart disease and stroke prevention.

Learn more about Hallmark's partnership with CVS in the full 2017 Caring In Action Report.