Goal

Nursing student recruitment and retention campaign to address the critical nursing shortage in America.

Issue

• National enrollment in Nursing school was at 9%

• The US was facing a critical shortage of nurses

• Aging boomer population would not receive adequate care

Concept

“By becoming a nurse you’ll be joining a special breed of people who are committed to caring for others.”

Results

• The campaign turned the declining rate of enrollment in nursing schools from 9% annually to 17% the first year and then 26%

• J&J’s campaign improved retention of nurses in the field