CVS Caremark's signature philanthropic program, All Kids Can, was launched in 2006 to help community-based programs that focus on promoting inclusion and helping children with disabilities learn, play and succeed. Since the program launched, CVS Caremark has contributed more than $50 million in support of children with disabilities and their families; raised awareness in schools and in local communities about the importance of inclusion; created greater opportunities for physical activity and play; and provided access to medical rehabilitation and related services for children.
Looking at 2011 alone, an analysis of the program’s direct and indirect impact showed that an estimated 6.5 million people benefited from the full reach of All Kids Can. Among the local programs: CVS partnered with the New England Patriots for the fourth year on the CVS Caremark All Kids Can Patriots Day; the company donated $25,000 to Children’s Hospital Boston through the Red Sox “Saves” and “Extra Inning” charitable initiatives; and it donated $105,000 in robotic rehabilitation equipment to Children’s Hospital of Philadelphia.
To find new ways of interacting with families of children with disabilities, the company enlisted RF|Binder in 2011 to launch, manage and expand readership of the CVS Caremark All Kids Can blog. This social media platform has served as a resource for families raising children with disabilities and has served as a communications channel for Eileen Howard Boone, CVS Caremark's SVP of corporate communications and community relations, and has increased her visibility among the All Kids Can online community, further establishing her credibility as a reputable source on topics relevant to children with disabilities. —SG