West Coast University’s frenetic new spot shows the realities of being a healthcare worker

West Coast University, a leader in providing healthcare education, teamed up with Special US for “Care Like Crazy,” a campaign that seeks to challenge a common misperception of the healthcare industry. “Care is so often portrayed as a ‘soft’ profession, but when you speak to healthcare professionals you realize that the reality of care is anything but soft,” said Dave Horton, executive creative director and partner at Special US. The campaign features a 60-second montage of real nurses in high-pressure hospital settings, such as aiding in a surgery or rushing a patient to the emergency room. In the final shot, a nurse collapses into a chair while a quote flashes across the screen: “Save one life, you’re a hero. Save a thousand, you’re a nurse.” Portraying the rough side of healthcare was necessary to the campaign’s goal of garnering the same respect for the field as awarded to “things like the military and even sports advertising,” Horton added. The campaign arrives as the U.S. continues to face shortages of nurses and other healthcare workers post-pandemic. Special U.S. hopes to leverage the university’s over 50,000 alumni across the globe to expand the brand’s presence beyond its stronghold on the West Coast to Texas and Florida. “West Coast University is on a mission to not only enable more students to enter the healthcare space, but to advocate for those students and the work they do by redefining the way we value and understand care in our society,” said Kelsey Hodgkin, chief strategy officer and partner at Special US. The ad was produced by MJZ and edited by Cabin. It will air on digital, broadcast and social channels.

West Coast University’s frenetic new spot shows the realities of being a healthcare worker

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