• by Danielle Oster , Yesterday

Leading medical scrubs brand Figs marks Nurses Week with a campaign honoring the emotional labor, grit, and determination of nurses committed to their calling.

The week is officially May 6-12, but Figs launched its campaign May 1 to extend the celebration, at  a time when many nurses struggle with burnout. According to Cross Country’s “Beyond The Bedside: The State of Nursing in 2025” study, which  surveyed 2,600 nurses and nursing students, 65% of nurses report feeling stressed.

Figs’ Nurses Week campaign shows real nurses, including Danielle LeVeck (CVICU nurse practitioner) and Farida Labaran -- Cardiac RN, natural hair advocate, and designer of the first scrub cap made for textured hair, Farida Scrub Cap -- also launching via Figs. An upcoming brand film will document its creation.

“An emergency doesn’t wait for anyone. Nurses step in and step up wherever they’re needed, whenever they’re needed—that’s the job,” LeVeck said in a statement. "Nursing is a paradox – you don't notice what nurses do until it's not there.”

The anthem ad was created in-house, in partnership with nurse partners. Nurse social ambassadors are helping spread the brand’s message across social channels, where it has racked up over 200,000 likes on the brand’s channels since launching on May 1, along with appreciative comments from its core audience.

The campaign is running across connected TV, and digital OOH billboards debuting May 6 in Los Angeles, Philadelphia and New York -- including in Times Square.

Experiential activations including wellness "Zen Den" pop-ups in three New York City hospitals to provide a respite for nurses and a “Spirit Tunnel” partnership with the “Jennifer Hudson Show,” featuring over 50 nurses honored at the Cedars-Sinai Medical Center in Los Angeles.

The campaign continues Fig's strategy of featuring authentic stories of real nurses, also exemplified by its recent International Women’s Day campaign.