The Caring Gene campaign, launched last June by Mower agency on behalf of Iroquois Healthcare Association (IHA), brought home multiple honors at the 37th Annual Healthcare Advertising Awards. Designed to attract candidates for hundreds of jobs and training opportunities in the long-term care industry across New York state, the campaign earned a gold award in the digital marketing campaign category and silver awards for total ad campaign with TV and integrated marketing campaign.
The Caring Gene campaign challenges people to consider if they have the “caring gene”—an instinctive desire to help others—and points them to hundreds of job openings across New York state as well as information on how to find training to start a career in the care industry. Encompassing a television commercial, radio ads, billboards, online ads and social media, the campaign has measurably boosted IHA’s recruitment efforts, triggering more than 180,000 visits to caringgene.org, 50,000 job searches, and 18,000 clicks on provider career page links.
“The Caring Gene campaign recognizes that the best healthcare professionals have caring in their DNA, and these are the people IHA wants to reach with the message that there are great career opportunities for them in long-term care,” said Gary J. Fitzgerald, President & CEO of IHA. “That message has clearly resonated, thanks in large part to Mower’s compelling creative and strategic rollout, and we’re excited to introduce a second phase that builds on the momentum of the first.”
COVID-19 demand leads to second phase
Spurred by a surge in demand for healthcare workers brought on by COVID-19, Mower and IHA have launched a second phase of the campaign: Caring Gene Call to Care. Inspired by World War II recruitment posters, Call to Care appeals to “heroes in the making” with messages ranging from “We Need You: Answer the Call to Care” to “Wanted: Healthcare Heroes” and “Join the Force—the Healthcare Workforce.” The statewide integrated marketing campaign launched this month with TV and OTT/CTV spots, paid search (Google Ads), Facebook, Instagram, Snap Chat, YouTube and digital display programmatic ads.
The Caring Gene campaign was developed by IHA and Mower’s healthcare specialty group. The award-winning group works side-by-side with clients to understand the mindsets of patients, insurers, providers, doctors, nurses, dentists, medical engineers and administrators. Its work has been recognized by the Healthcare Advertising Awards, Healthcare Marketing Impact Award and the Aster Awards.
Mower’s strategic approach has earned the agency top industry accolades ranging from Clio, Cannes and ANA B2 awards to rankings in AdAge, PR Week, the Chief Marketer 200 and a four-time PR News “Top Places to Work.”