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.