Powerful Film from West Coast University Asks You to Reconsider the Meaning of Care
As America continues to face shortages of nurses and other healthcare workers post-pandemic, West Coast University – a leader in providing healthcare education with over 50,000+ alumni across the globe - and Special US created a campaign to encourage us all to reconsider what care means in the US today. The truth is, healthcare work is one of the hardest things you can do, and yet it often doesn't receive the same level of cultural respect as many other services like the military or firefighters. With this campaign West Coast University looks to take the conversation beyond education in healthcare, to demonstrate the power of care as a value system. As an organisation they are committed to not just educating, but advocating for the very best care, and this new work determines to put that purpose out in the world.
Special US’s first campaign with the university aims to extend the brand’s presence and positioning beyond its stronghold on the west coast to Texas and Florida. Shot with real nurses in actual hospital settings, 'Care Like Crazy' is a 360 integrated campaign that aims to show current and future healthcare workers that West Coast University is dedicated to enabling them to create the social impact - and get the cultural recognition - for the heroic care they provide.
Dave Horton, executive creative director and partner, Special US, “Care is so often portrayed as a ‘soft’ profession, but when you speak to healthcare professionals you realize that the reality of care is anything but soft. We really wanted to convey that pride, respect and grit in the same way you're used to seeing it for things like the military and even sports advertising.”
Kelsey Hodgkin, chief strategy officer and partner, Special US, “West Coast University is on a mission to not only enable more students to enter the healthcare space, but to advocate for those students and the work they do by redefining the way we value and understand care in our society.”
