Public Good + L’Oréal’s CeraVe
Thank and Honor The Heroes Behind The Masks
During the COVID-19 pandemic, nurses performed unprecedented acts of heroism. To honor and thank them for their service, CeraVe teamed up with Public Good to collect messages of gratitude for nurses and spread awareness of CeraVe’s support for the profession.
Challenge
Research shows that being thanked at work causes nurses at high risk of burnout to sleep better, eat better, and experience improved job satisfaction. So, as America’s nurses provided selfless service under unprecedented circumstances during the COVID-19 pandemic, CeraVe set out to provide them with care and support in return.
Solution
Public Good designed a campaign of proprietary Action Units to inspire reader action in the moments of maximum motivation. Contextually placed on relevant news coverage about nurses, the Action Units empowered readers to learn more about the heroes behind the masks and write messages of gratitude to them.
Results
Over the course of the campaign, readers wrote more than 800 heartfelt messages of gratitude for CeraVe to share with nurses. And post-campaign surveys showed an 8.5% lift in brand favorability and an 11% rise in support intent, setting the stage for readers and CeraVe to continue having impact together on future campaigns.
ACTION UNITS
The quiz drew readers in via a series of questions about nurses and their work.
The slideshow sparked gratitude through multimedia highlighting nurses’ dedication.
The call to action presented a clear appeal inspired by nurses’ commitment.
ARTICLE EXAMPLES
GRATITUDE
In all, the campaign generated more than 800 heartfelt messages of thanks for nurses, building on research showing that experiencing gratitude causes people at high risk of burnout to sleep better, eat better, and experience improved job satisfaction.
