The Goals.

Nurses make immeasurable contributions to improving health and health care not only during a crisis but each and every day. The 2020 pandemic had a significant impact on nurses and sparked a growing global shortage. As the strongest voice for the nursing profession, the American Nurses Association (ANA) needed to raise awareness of nursing careers to inspire and attract more talent to the profession post-pandemic, due to labor shortages. Their social impact goals included a positive portrayal of nurses, increased public appreciation, recruitment potential, boosting morale among nurses, and advocacy for nursing challenges and accomplishments. The ANA’s biggest challenge? They had no budget.

The Work.

EMME Solutions developed a strategy for a marketing plan that brought a corporate sponsor to the table and included a national television production, a public service announcement campaign and public relations. The project was sponsored by FirstNet, built by AT&T, the dedicated communications platform for first responders, healthcare professionals, and the extended public safety community – who underwrote the event. EMME collaborated with HealthCom Media, and Al Roker Entertainment for a network TV event celebrating nurses nationwide.The one-hour TV special used first person storytelling to chronicle the lives and work of America’s dedicated nurses, notably during the pandemic. This captivating “love letter” to nurses provided a unique viewpoint on the struggles and hardships during the pandemic that shook the world.The branded content special aired on Discovery Life, Destination America, American Heroes Channel, and NBC.

The Tactics.