• by Richard Whitman , Columnist, April 9, 2023

As the post-pandemic shortage of nurses and other healthcare workers continues, West Coast University, a lender in the healthcare education space is out with a new campaign designed to spark a conversation about what care means in the U.S. today. 

The work was created by agency Special U.S. 

“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,” according to the agency. 

The client hopes the campaign takes the conversation beyond education in healthcare, to demonstrate the power of care as a “value system.” The organization positions itself as committed to educating, but also advocating for the very best care. 

Dave Horton, Executive Creative Director & Partner, Special U.S. says that “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.” He adds, “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.” 

Sample the work here.

The media buy includes broadcast, digital, social and out-of-home.