Red Nose Day exceeds all expectations as participants prepare for NBC broadcast

NEW YORK — Today, Walgreens Boots Alliance executives are extremely proud to be a little red in the face. Because today is Red Nose Day, and Walgreens, along with partners Comic Relief, M&M's and NBC, have raised well north of $7.5 million to help children in need across the world. In fact, the final tally raised will be revealed Thursday night during NBC's inaugural three-hour live telecast of the nation's first Red Nose Day. 

 

In addition, Walgreens and Duane Reade locations together sold through more than 99% of an inventory of 5 million red noses to Walgreens consumers who were all too happy to buy into a good cause, as evidenced by the number of #RedNoseDay red nose pics posted on Twitter, Facebook and Instagram today. On Twitter, #RedNoseDay was the No. 1 trending hashtag. 

 

"We knew that social media was going to be a very large part of our campaign, and we generated a lot of content in order to engage with the consumer on Red Nose Day, and NBC has done the same," Linn Jordan, Walgreens Boots Alliance director marketing, strategy and planning, told Drug Store News. "All of the tweets and Facebook posts on social media, as well as Instagram, are really terrific with everything hashtagged Red Nose," she said. "It's been building the last six weeks since we started this campaign, and the week of the campaign is always a big deal."

 

All told, Walgreens Boots Alliance and partners generated more than 3 billion impressions bringing the iconic U.K. fundraiser across the pond and stateside. 

 

"We really exceeded all of the goals that we put forth for the organization," Jordan said. And for that reason Walgreens associates have plenty of reasons to celebrate today. "But it's also a reflection on what this is all about, which is to help children out of poverty, and so we're here today in New York City to attend the live event that [will be broadcast on NBC] tonight at 8/7 central," she said. "NBC is bringing their best talent to Red Nose Day. It's a three-hour star-studded specatular with a lot of sketches."

 

And Walgreens is just getting started with Red Nose Day, Jordan added. "We want to carry forward the momentum that we've accomplished with Red Nose Day into other initiatives like Get a Shot/Give a Shot, Vitamin Angels and other causes that we celebrate and support as apart of our overall purpose."