St. Joseph’s Health

This Is Nursing

Insight / Strategy / Integrated Campaign / Microsite

Recruiting nurses during a global pandemic.

As the country hit yet another spike in transmission, we deployed a nurse recruitment campaign for Syracuse, NY-based St. Joseph’s Health. “This Is Nursing” resonated due to the raw emotional messaging that showed support and respect to the high-stress profession, acknowledging the selflessness and resilience of nurses.

The Great Resignation, driven by exhaustion and external factors like lack of childcare and low wages, reduced the number of healthcare professionals in the workforce, causing the remaining staff to shoulder additional responsibilities. Through secondary research studies and in-person interviews with their nurses, we listened to their concerns and gained insight into their perspectives and how we could emotionally connect with them.

According to Morning Consult
Of healthcare workers
have quit their jobs.
Have considered leaving.

It was time to get real.

Our strategy walked away from the typical ads shilling benefits and signing bonuses and prioritized issues they most cared about: autonomy at the bedside, a voice in decision making, investment in healthcare technology that improves efficiencies, teamwork, collaboration with peers and doctors, and their drive to continually improve their skills and the quality of care they provide.

3 Digital social ads on phonesThis is nursing print ad