Nurses take center stage in a new campaign launched in Times Square by medical apparel brand Figs, just in time for National Nurses Week happening from May 6 to 12.
"We celebrate the healthcare community 24/7, 365 — no question about that," Figs CMO Bene Eaton told MMM Online.
"When it comes to Nurses Week, however, every year we work to outdo ourselves with more activations and initiatives and to continue to drive unique stories that spotlight nurses," Eaton added.
Nurses rang the bell at the New York Stock Exchange on Monday to kickstart the campaign.
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Underlining the importance of unsung heroes, "I Am a Nurse" is a tribute to the dedicated healthcare professionals whose significant contributions often go unrecognized.
The campaign features real-life registered nurses (RNs) from diverse backgrounds and specializations.
“When we set out to do this campaign, we wanted to cast a broad net to ensure that the nursing community was accurately represented," Eaton explained.
In a 75-second spot, nine nurses discuss the many struggles they face and the preconceived notions others have about what they do.
"A lot of people think, 'Oh, you're just giving Tylenol.' Like, no," reveals one nurse.
"Respiratory therapist, physical therapist, janitor, social worker. Sometimes we have to be the patient's best friend, therapist, hairstylist," another nurse explains.
Telling Real Nurses' Stories
As part of the campaign, nurses share their personal stories on billboard ads in New York and Los Angeles, aiming to increase much-needed public appreciation for the profession.
The brand is also offering an ambassador program that addresses the unique challenges faced by nurses and other healthcare workers, providing free therapy sessions with licensed therapists and other community-building initiatives.
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A refreshing alternative to celebrity-centric advertising, "I am a Nurse" focuses on authentic stories and offers meaningful support programs, using Figs’ platform to honor and support real-life heroes.
“We see other brands do this with celebrities or athletes. Through this campaign, we hope that we also can inspire the world at large to get behind and champion nurses in the same way that we do,” Eaton shared.
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Editing by Katherine 'Makkie' Maclang
