Barnes Jewish Hospital

ACD/Copywriter

2020 was hard on everyone. But it was especially hard on nurses.

Barnes Jewish Hospital — and the entire BJC HealthCare system, including dozens of clinics, outpatient facilities and specialty hospitals — came to us needing to recruit more nurses with a targeted commercial. What’s more, we needed to ensure all the facilities had equal weight in the spot (including the signature BJC logo soup chime at the end).

While competitor ads continued to use stale “pandemic hero” imagery and messaging, we wanted to demonstrate how BJC gives nurses more — for their families, communities and careers. But we also didn’t want to avoid acknowledging the pandemic, since that would come across as aloof or insincere. And finally, we had to tell this story without being able to step foot inside any facilities per COVID restrictions.

This spot was aired locally during the Super Bowl.