INDUSTRY:
HEALTH TECH
CLIENT:
TRUSTED HEALTH
YEAR:
2021
EXPERIENCE:
CAMPAIGN
about.
Trusted Health is a consumer health-tech brand dedicated to employing and supporting travel nurses. In response to the COVID-19 pandemic’s mental health crisis among nurses, we launched the “Not a Hero, But a Human” campaign to challenge the unrealistic “hero” label and spotlight the real emotional and physical struggles nurses were facing. The award-winning campaign fostered honest conversations, reduced stigma around mental health, and performed better than any other in the history of the company.
challenge.
In the wake of the COVID-19 pandemic, Trusted Health sought to address the mental health crisis facing nurses—many of whom were experiencing unprecedented trauma and burnout. While public discourse celebrated nurses as "heroes," this well-meaning label often masked their real emotional struggles and created unrealistic expectations. To shift the narrative and reduce stigma around mental health, we launched the “Not a Hero, But a Human” campaign during Nurses Week and Mental Health Awareness Month. The campaign aimed to spark honest dialogue, foster connection, and reaffirm our core mission: putting nurses first.
result.
Centered on two powerful videos featuring frontline nurses, the campaign struck a chord across the profession and beyond—earning over 3 million impressions, triple the original goal. The videos became the most-watched organic content in Trusted Health’s history, resonating deeply with our community and drawing widespread praise for their honesty, emotional impact, and visual storytelling.
The campaign won Silver at the 2022 Shorty Impact Awards.
I absolutely love this - such a powerful testament of how many nurses feel and have felt. The visuals in the video storytelling were beautiful. Awesome work , thank you thank you!
