NO-bituaries
Nurses Change Everything
As the largest healthcare company in the world, Johnson & Johnson has a long history of supporting the nursing profession. To pivot their existing campaign from nurse recruitment and retention to general awareness, our creative ask was to showcase Johnson & Johnson as the advocate for nurses as game-changers, thought leaders, and boundary pushers who transform the future of healthcare for all.
To best showcase the impact that nurses have on patient outcomes, we pitched the concept of “NObituaries” – stories that powerfully communicate how lives were significantly changed by the compassionate care of nurses. We then partnered with The New York Times to create a short-film content series starring influencers with unique stories who shared the common thread of a nurse who had a direct impact during a time of crisis.
Partnership with New York Times
The full-length 2-minute films were distributed on the New York Times, with cut-downs of 15 and 30 second shorts shared by talent through a series of promoted Instagram posts.
The campaign illustrated the pivotal role nurses play in changing the trajectory of health for humanity through emotionally captivating stories, and the responses have been as inspiring as the films themselves.
Contributions: Concept | Copy | Messaging | Social
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