Nurses week: Canvases of Care

Nurses spend countless hours providing care to others as an essential part of the care team but are burning out and leaving the industry. Sometimes it’s hard to see the millions of nurses who are working wonders to provide exceptional patient care.

As part of establishing the 100-yr-old “startup” as a compassionate brand and respond to clinicians’ desires to be heard and recognized, GE HealthCare worked with BBDO and our customers to shine the light on those who are the unsung backbone of the healthcare industry.

The campaign celebrated nurses everywhere by visualizing their commitment to care and sharing personal nurses’ stories, in a way that’s never been expressed before. During National Nurses Week, we turned 200,000 hours of care into brushstrokes and proudly launched Canvases of Care.

By seamlessly using laser technology as a crutch for human creativity, we produced a first-of-its-kind piece of art that was beautifully portrayed and statistically accurate – staying true to GEHC’s mission of leveraging innovative tech.

I led the campaign on the client side, including idenitfying Nurses, learning their stories, guiding creative and campaign execution.

We ran a month-long digital ad campaign that rotated through portraits of the nurses surrounding National Nurses Week (May 6 - May 12), with stories that extended throughout the following months. The work was amplified across social media, colleagues, and GEHC’s blog and homepage.

Simone Hannah-Clark, a NYC-based nurse who was on the frontlines of COVID-19, was featured in an OOH placement on Nasdaq Tower, showcasing a timelapse of her piece being created.  

Key Results:

2023 Clios Health Shortlist Winner - Creative Use of Data

Within one month of the campaign launch, Canvases of Care drove substantial brand awareness, community engagement, and digital impressions. The work received remarkably positive reactions across social communities – earning 100% positive sentiment online and spiking a social conversation (61 community post mentions) centered around the campaign during and following National Nurses week.

-        5M impressions across owned and paid channels

-        2.8M PR Impressions, including articles in Ad Age, Little Black Book, SHOOT and CBS News Baltimore  

-        354K Total social engagements

-        4.5% avg organic social engagement rate

-        4.8K clicks to GEHC.com

-        7 minutes avg. time on landing page

-        60+ Assets or experiences