As America continues to face shortages of nurses and other healthcare workers post-pandemic, West Coast University––a healthcare education provider with over 50,000+ alumni across the globe–– and advertising agency Special U.S. created a campaign to encourage us all to reconsider what care means in the U.S. today. The truth is, healthcare work is one of the hardest things you can do, and yet it often doesn’t receive the same level of cultural respect as many other services like the military or firefighters. With this campaign West Coast University looks to take the conversation beyond education in healthcare, to demonstrate the power of care as a value system. As an organization they are committed to not just educating, but advocating for the very best care, and this new work determines to put that purpose out in the world.
Special U.S.’s first campaign with the university aims to extend the brand’s presence and positioning beyond its stronghold on the West Coast to Texas and Florida. Shot with real nurses in actual hospital settings, “Care Like Crazy” is a 360 integrated campaign that aims to show current and future healthcare workers that West Coast University is dedicated to enabling them to create the social impact–and get the cultural recognition–for the heroic care they provide.
Henry Hobson of MJZ directed this :60 which shows what nurses endure, how they rise to the challenge and provide comfort and caring to patients and their families.
Dave Horton, executive creative director and partner, Special U.S., said, “Care is so often portrayed as a ‘soft’ profession, but when you speak to healthcare professionals you realize that the reality of care is anything but soft. We really wanted to convey that pride, respect and grit in the same way you’re used to seeing it for things like the military and even sports advertising.”
