Mower, one of the largest independent marketing, advertising and public relations agencies in the U.S., partnered with Iroquois Healthcare Association (IHA) Workforce Investment Organization (WIO) to create a marketing campaign designed to attract candidates for hundreds of jobs and training opportunities in the long-term care industry across Upstate New York.
The Caring Gene campaign asks people if they have the “Caring Gene”—the instinctive desire to want to help family, friends, neighbors or even complete strangers and invites those who care to learn more about how they can fill entry-level jobs and careers in the care industry. Launched on June 25, the multi-media effort consists of a television commercial, radio ads, billboards and online social media efforts that direct job seekers to www.caringgene.org. In addition to links to hundreds of job openings that are available today across 47 counties in Upstate New York, the site also has information on how interested job seekers can get started on these career paths.
“New York’s healthcare organizations provide outstanding service to the people in their communities for one reason—they are all staffed by people that have the caring gene,” said Gary J. Fitzgerald, President & CEO of IHA. “The new campaign captures precisely what it means to have the ‘caring gene’ and tells the story in a unique and compelling way.”
Established more than 80 years ago, IHA serves 54 hospital and health systems in 32 counties of Upstate New York and is the leading resource for facilities and professionals bringing quality health care to the region. IHA has been designated as the only statewide WIO by the New York State Department of Health to train, retrain, recruit and retain healthcare workers in the long-term care sector through funds made available by the Medicaid Redesign Team (MRT).
“The ‘caring gene’ pairs perfectly with Mower’s Brand as Friend® philosophy,” said Chris Steenstra, chief administrative officer, Mower. “Connecting, advising, loyalty and caring are four of the nine drivers of friendship that we focus on when helping brands build affection, relevance and trust with consumers. These are the building blocks of friendship and key traits of anyone with the caring gene.”
Mower’s healthcare specialty group uses data-driven insights to create healthier connections. The agency’s marketing team has worked side by side with clients to understand the mindsets of patients, insurers, providers, doctors, nurses, dentists, medical engineers and administrators. The group has produced award-winning work that has been recognized by the Healthcare Advertising Awards, Healthcare Marketing Impact Award and the Aster Awards.
The firm’s strategic approach has earned Mower 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.”