UC Davis’ audio campaign celebrating nurses garners repeat visitors, 120,000 social media impressions

Its audio-only “Year of the Nurse” campaign has won first place in the Content Marketing and Brand Journalism (Health Care PR and Marketing) category or Ragan’s PR Daily Awards.

Florence Nightingale would have been 200 years old on May 12, 2020, earning this year the designation of the “Year of the Nurse.”

UC Davis Health created a campaign to celebrate the work of its nurses and nurse leaders and tell their stories. A diverse group of 35 nurses was identified to be interviewed between April and December 2020 about topics such as why they became nurses and advice they have for other nurses. When COVID-19 hit, the project adapted to include each nurse’s perspective on their work through the pandemic, too.

The project was launched during Nurses Week as a way to celebrate virtually, since in-person events could not happen. Audio clips of these interviews were posted to a blog, and they were transcribed to share there, too. These were also promoted on the hospital’s social media channels.

This was the first audio-only project UC Davis has ever launched, and since its launch, there have been more than 4,000 visits, with more than 3,000 being unique visits. More than half of visitors come back for future views and nearly 5% spend more than 10 minutes on the site.

Social media posts have earned 120,000 impressions, 7,600 engagements and 831 link clicks.

Congratulations to the UC Davis team of Lauren Sudekamp, Cesar Cervate and Sarah Heise.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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