It's National Nurses’ Week in the U.S., and while everyone likes to think that we appreciate their hard work. especially given the pandemic, in recent years the gifts they receive from their employers have become something of a joke. So much so that nurses often post the lame gifts on social media as memes. In fact, 63% of American nurses say the typical ways in which employers show their appreciation feel "patronizing" and 83 percent of nurses said they are under-recognized for their work.

"Nurses' Weak Gifts," a new campaign by ConnectRN, a platform that connects nurses with flexible work opportunities, plays on that and offers nurses some better appreciation. The campaign includes a series of videos of hardworking nurses holding their gifts—which are revealed to be items such as a lollipop, a coloring book or even a pet rock.

The ads, created via Mischief @No Fixed Address, encourage nurses to share a photo of their most ridiculous employer gifts on social media and tag ConnectRN. If they’re among the first 1,200 to submit, they’ll receive some alternative gifts from the platform. Based on research among nurses as to what they would really like, they include boxes of scented candles, gourmet chocolates, tea and mugs. 

"Unfortunately, Nurses Week has become a running joke in the nursing community," said Mischief Creative Directors Rapha Franzini in a statement. "We hope that by shining a light on pet rocks, coloring books and lollipops, things change. Our goal is that we don’t need to repeat this campaign next year," added Creative Director Rafa Beretta.

"This idea was born from what we believe helps make ConnectRN a different and special platform: actually listening to the community it serves," added Jen Reddy, chief marketing officer at ConnectRN. "We are continually shaped by our network of nurses and hope to empower them through purposeful initiatives like this so that we can implement tangible change."