Client: Connecticut Department of Public Health
Industry: Government
Recruiting Connecticut Healthcare Heroes
As part of a national health services initiative, the Connecticut Department of Public Health received funding to recruit healthcare professionals into positions in underserved areas. The incentive for physicians, nurses, and other healthcare professionals to consider service at community-based healthcare settings is that they may qualify for student loan repayment assistance.
Akins was selected to develop a public awareness campaign designed to get the word out about the benefits of this career choice. The campaign included bus signage advertising, magazine ads, and brochures.
The brochures targeted current healthcare professionals as well as high school and college students in Spanish and English and featured testimonials from individuals who have chosen to serve their communities while getting help to pay down their education costs.
The bus ads, which were both exterior tail ads as well as interior posters, featured websites and phone numbers where interested individuals could get further information on the program. The bus tail ads were on 50 buses in the Hartford, New Haven, Bridgeport and Waterbury areas while the interior posters were in 200 buses covering Connecticut metropolitan areas.
The newsprint ad, which ran in professional healthcare publications such as Healthcare Ledger, Connecticut Nursing News, Nursing Spectrum, and Advance for Nursing, was also translated to Spanish for placement in El Canillita, the state’s largest Spanish-language newspaper.