St. Joseph’s Health

Behavioral Insight / brand building / Growth Marketing / Content

A recruitment campaign that boldly confronts the pressing problems of burnout and bureaucracy head-on.

Standing shoulder to shoulder with those who make a difference

In the midst of the Great Resignation, we dove into the exhaustion and challenges healthcare pros were grappling with. Through research and interviews, we grasped their viewpoints and emotions, cementing a strong bond with the nursing community.

Big Picture
Morning Consult's study revealed nurses were exiting their profession in droves.
Of healthcare workers
had quit their jobs.
Had considered leaving.

It was time to get real.

Our strategy walked away from shilling benefits and signing bonuses. Instead, we focused on what truly mattered: autonomy, decision-making power, tech advancements, teamwork, and the drive for continuous improvement. Our campaign was about speaking their language and hitting their core values.

3 Digital social ads on phonesThis is nursing print ad