CRK lets carers take the lead
Nurses Showcase Their Profession: The latest video campaign by Spitäler Zentralschweiz was created in collaboration with nursing staff to depict authentic situations from everyday nursing life. The campaign was conceived and managed by CRK.
The aim of the campaign, conceived and managed by CRK, is to put the nursing professions in the spotlight in an authentic way and to strengthen public perception in the long term.
In close collaboration with 35 nurses from twelve Central Switzerland hospital sites, a total of 16 short videos were created within six months. The content was developed entirely by the nurses and honestly reflects their everyday lives, challenges and moving moments. No subsequent adjustments were made to messages or content - the focus was on authenticity right from the start. The videos were produced with the help of CRK's multimedia production team.
The campaign was launched in January on Instagram, TikTok and YouTube and reportedly reached over three million people, from which around one million ThruPlays were generated. Several videos went viral on TikTok without any financial investment, and the campaign was also picked up in various media. The target group was Central Switzerland, especially younger people about to start their careers and people returning to work.
An accompanying behind-the-scenes video documents the collaborative production process and is intended to create additional proximity to the people involved. "Our aim was to give carers a stage on which they could become the directors of their own story," explains Maja Freiermuth, who led the campaign.
The official campaign was completed in March. However, the videos can still be viewed on social media channels and on the campaign website.
Responsible at the hospitals of Central Switzerland: Nicolaus Fontana, Markus Rüdisüli, Peter Werder, Fortunat von Planta and 35 nursing staff from the hospitals in Central Switzerland. Responsible at CRK: Maja Freiermuth (Project Management), Patrick Marty (Consulting), Whitney Bründler (Multimedia Production), Tobias Häfliger (Multimedia Production), Max Eschler (Multimedia Production).
