NYS OMH
PROJECT OVERVIEWThe New York State Office of Mental Health required a digital and social ad campaign to recruit individuals interested in psychiatric nursing. The Office of Mental Health serves more than 700,000 individuals per year and oversees more than 4,500 statewide. We created a strategic approach to reach two geo-fenced audiences: one throughout New York State, and one on Long Island.
client
New York State Office of Mental Health
services
Strategic Marketing
year
2020
BRIEF OF DESIGN JOURNEY
We worked within the Google and Facebook ad parameters to create the campaign tagline, “Care that Gives Hope” and ad copy. The goal was to create a campaign that stood out amongst healthcare marketing and spoke to the compassion and empathy signature to nursing candidates. We selected imagery that reflected this compassion, demonstrating human connection through touch.
RESULTS
The campaign ran for six months in 2020, at the height of the COVID-19 pandemic. Despite this, the campaign outperformed all industry benchmarks, generating an average of 600 clicks per month.