IHA Caring Gene 3-Year Campaign

With a rapidly aging population, New York has been facing a critical shortage of healthcare workers, especially in long-term care. Our client, Iroquois Healthcare Association (IHA), which is dedicated to recruiting and retaining candidates for these positions, challenged us to create an engaging, highly focused recruitment strategy. Research revealed there are certain individuals who have an innate desire to care for others. We call this the “Caring Gene®,” and we created a campaign dedicated to not only finding these candidates but filling these positions with the best caregivers.
In market for over three years, the campaign has evolved along with the changing landscape—from a career-building recruitment effort to a pandemic call to arms, to one that addresses the realities of a younger, more diverse audience amidst the Great Reshuffling. In short, the work was inspiring and the results were astounding.

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