Crisis Response / Critical Pivot
How The Christ Health Hospital Network Survived The Nursing Crisis
In late 2021, the Delta variant of COVID-19 decimated nursing staffs across America. Due to alarming turnover rates, nurse staffing at the Christ Hospital Health Network (TCHHN) in Cincinnati was down 15%, a trend that could jeopardize treatment for future patients. In response, we scrapped plans for a brand campaign and instead developed a recruitment campaign in a week. After launch, visits to the recruiting site exceeded expectations by 2X, the number of applications beat goals by 4X, and, most importantly, staffing levels fully recovered.
Brand: The Christ Health Hospital Network
Client: The Christ Hospital Health Network
Rallying a nation to save the restaurant industry.
COVID-19 forced most restaurants to close their dining rooms, driving many out of business overnight. In order to help, we needed an idea that could quickly be implemented nationwide, would be embraced by thousands of competing restaurants, and could be executed without any media budget. Within 72 hours, we launched The Great American Takeout: a day when everyone in America was asked to order one takeout meal. It garnered national TV coverage, trended #7 on Twitter, achieved 36% national awareness, and increased sales as much as 60% for participating restaurants.
Brand: The Great American Takeout
Client: The Great American Takeout
Agency: High Wide & Handsome
Seniors are often at risk for isolation, but suddenly the pandemic had them even more alone. How could we help Bridge Senior Living best serve its residents and distinguish the company in the category? We created Radio Recliner, a digital station run by Resident DJs at retirement communities across the country. They share stories and songs from the comfort of their recliners, recording their shows by phone. It not only helped seniors battle isolation, but it also generated $6+ million in earned media that was 100% positive with zero budget.
Brand: Bridge Senior Living
Client: Bridge Senior Living
Agency: Luckie & Company