The Power of Emotional Storytelling

Idea:

West Coast University (WCU), a professional healthcare college, was seeking a fresh approach to increasing enrollment. Gigasavvy saw an opportunity to move away from the dry, direct-response style that dominates education advertising, and conceptualized an audience-focused strategy that allowed potential students to envision themselves in a life changing career.

There was an opportunity to display the heroism of those who choose a career in nursing. By bringing the diverse careers of nursing to life through a series of TV, online, and traditional ads, we were able to capture the true strength of a nurse, and empower those who chose this bold path. The “We Are Nurses” campaign makes a personal and emotional connection with its audience through passionate and authentic storytelling, focusing on a series of nurses that impact the lives of those they serve.

Impact:

The comprehensive campaign, extending across digital and traditional channels, rejuvenated enrollment inquiries and increased the diversity of applicants, while revitalizing the internal marketing team. This campaign helped to catapult the WCU brand across a national stage.