https://www.youtube.com/watch?v=_jZFbVhe-0M&list=PLucLRYfUxMGg4TFRsr8CyQp5hq4mEW5jP&index=4?rel=0
by Cynthia Manley
Earlier this month, Vanderbilt Health launched a brand communications campaign — called Caregivers Need Care, Too — designed to thank the workforce for their dedication to their patients and to each other during challenging times.
The campaign also acknowledges that, through their caring spirit, COVID vaccines for all Vanderbilt University Medical Center employees were required in order to provide the safest environment for employees and patients.
“This pandemic has been hard on people, including our people,” Jeff Balser, MD, PhD, President and Chief Executive Officer for VUMC and Dean of Vanderbilt University School of Medicine, said in a recent video message to VUMC’s workforce.
“I know that many of you are exhausted by the stresses of caring for COVID patients while managing the economic, child care and health crises you are experiencing at home,” he said. Our highest responsibility is to care for people, and that includes you, the people of VUMC.”
That video message (see it here and read the transcript) foreshadowed this campaign, which began in mid-September across multiple media channels and is scheduled to run through the end of October, with a few messages continuing into December.
The campaign includes television, print, radio, billboard and digital advertising, as well as website and social media components.
The TV spots, ranging from 15 seconds to 1 minute in length, feature employees talking about the impact they have every day through the work they do. One video features nurses, while the other features employees in a variety of roles.
A website landing page encourages individuals to explore careers at VUMC and its hospitals and clinics across the region. It also describes ways people in the community can care for health care workers, from simple gestures like a kind word or smile in a busy clinic, to protecting themselves by getting a COVID vaccine, to giving meals or monetary contributions.
Here’s how to engage with the campaign:
- Watch for the TV spots on local broadcast channels during prime time, late night and Sunday morning and sports programming.
- Listen for messaging on radio stations ranging from Nashville Public Radio (WPLN 90.3) to El Jefe, a top Spanish-language outlet.
- See our collaborations with Lifestyles magazines in Belle Meade, Hendersonville, Franklin, Murfreesboro, Mt. Juliet and Brentwood.
- Visit the playlist of videos on YouTube, and if you choose, share with family and friends on social media.
Billboards can be seen throughout the region, and digital ads target individuals in the area who are employed in health care or are consuming online content about COVID and vaccines.
VUMC’s social media team will be collecting and curating posts featuring employees sharing their own stories of caring and support at VUMC as the Medical Center has weathered the pandemic without pay cuts, layoffs or furloughs like many other health systems across the country.
To share content or participate in the Medical Center’s social media program, email socialmedia@vumc.org and include your name, where you work, how to best contact you and a sentence or two about how you are cared for and supported at VUMC.
