HCA came to Brand+Aid for help solving the acute national shortage of nurses. As the nation’s largest owner of hospitals, HCA viewed the recruitment of more young people into the profession as a top priority. We chose to brand the effort in an almost public-service type of appeal, while elevating the nursing profession with a hip cooler edge. This national campaign included print materials, radio spots, TV commercials, CD-ROMs, websites, and direct mail.

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