As 2021 approached, COVID fatigue had become a pandemic onto itself. Frontline healthcare workers were struggling with the pandemic’s lingering psychological effects and exhaustion had taken hold. The DAISY Foundation felt strongly about the need to alleviate nurse burnout by launching a public-facing campaign that would make nurses feel seen and appreciated for the amazing work they do and particularly for the sacrifices they made during the COVID-19 pandemic. It began with a billboard in New York’s Times Square. As the epicenter of the pandemic, Times Square was an impactful place to say thank you and invite people to do the same by nominating a nurse for The DAISY Award. Wax quickly rose to the challenge, developing creative that would be visually arresting in one of the world’s best-known locations.


When COVID-19 hit, healthcare organizations were forced to close units and furlough staff. Despite this, they sought to offer quality care experiences and engage their communities. Nurses carried much of the load as patient-facing staff charged with delivering clinical and emotional support. But nurse fatigue quickly set in and threatened to undermine even the best efforts.

Partners who participate in The DAISY Award program were promoting the program to patients they touched, but awareness for the award was low among the general public.


Wax developed a national consumer-facing campaign to drive nominations and enable partners to leverage The DAISY Award to recruit and retain staff.

The campaign consisted of a robust digital advertising that included social media, paid search, display, geotargeting, and geofencing, as well as out-of-home, including billboards and bus shelters. Out of home locations were donated by in key markets, such as New York City, including the billboard in Times Square, and billboards in Los Angeles, and San Francisco. It also included an organic social media to build awareness, promote the campaigns, and engage new consumer audiences.


As a result of this campaign, The DAISY Foundation doubled DAISY Award nominations in the first 3-months since the launch of the campaign. More importantly it helped reinforce nurses’ why and boosted morale, which helped combat burnout. Nurses felt appreciated, supported, and honored by the public expression of gratitude.

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