National Campaign

Every day in America, 4 million nurses provide compassionate care, health advice and advocacy to patients in the ER, at home, in clinic or in hospital. They are also researchers, educators, executives, and designers of tomorrow’s healthcare system.

May 6-12 marks National Nurses Week, an annual event that celebrates and thanks nurses for their work in improving patient and population health. As the communications lead for Kaiser Permanente’s nursing organization, I developed and implemented the national campaign strategy, plan and tactics to honor the organization’s 59,000 nurses. Campaign goals included promoting the organizational brand, highlighting the excellence and achievements of their nurses, and deeply thanking the workforce.

The campaign comprised two dozen tactics, disseminated across eleven internal and external channels. The hub of our campaign was a microsite that housed all content, links and interactive campaign elements. Several of those — the external article, a letter from the nursing leader, and an infographic — are also shown here.

For questions about the communications plan or internal tactics, please contact me.