Be a UAB Nurse

A nurse’s job is vitally important. This fact forces the current nursing shortage to the forefront of UAB Hospital’s list of priorities. Without a dedicated team of nurses, the system is in jeopardy.

UAB Medicine has been a client of Cayenne Creative for years. When they approached my team with the need for attracting more nurses to their program, we immediately began to research.

Historically, nursing has often been viewed as a job “lesser” than that of other medical professionals. They can feel under-appreciated, condescended, and overworked. COVID-19 exacerbated this problem, as swathes of retirement-aged nurses left the profession to protect their own safety. The nurses that remain are at far greater risk for being overloaded with patients and generally burnt out, especially in hospital positions.

Using this understanding, my team created a campaign centered around respect and appreciation for nurses and their profession. We took portraits of real UAB nurses to highlight in our campaign, and used handwritten words to convey a sense of humanity and individuality. Our photo treatments, colors, and animations were aimed at making this campaign stand apart from other hospitals’ recruitment efforts, while our messaging indicated an environment of community and support.

I created the look and feel of the campaign, designed the print ads, billboards, and social posts, drew the lettering, and edited the photos. We also shot a video for use in OTT advertising, which I assistant-directed.

Creative Director: Dan Murch // Concept, Copywriter, and Video Direction: Andy Odum // Photographer: Gregory Miller // Videographer: Bear Praytor // Video Editors: Outpost Pictures // In-House Video Editor + Animator: Jonathon Black