Follow Your Heart to BC
Province of British Columbia, Ministry of Health
**Overview**
British Columbia was experiencing a significant shortage of healthcare workers at a time when healthcare professionals in the U.S. were increasingly dissatisfied with their system. Here Be Monsters was tasked with demonstrating to American healthcare providers that B.C. offered not only job opportunities but also a lifestyle that aligned with their values. The primary target audience included active healthcare workers located within 10 miles of major hospitals and clinics in Washington, Oregon, and California.
**Our Approach**
Our key insight was straightforward: healthcare workers are motivated by purpose rather than salary. The campaign, titled "Follow Your Heart to B.C.," was based on this principle, focusing more on emotional appeal than traditional job advertising. We employed an illustrated heart to represent core values such as universal healthcare, evidence-based care, and a welcoming community. This heartfelt approach differentiated the campaign from typical recruitment ads, which was essential in a saturated media landscape.
**Deliverables**
- Integrated campaign strategy and creative platform
- Digital and social advertising suite (including video, static, and animated content)
- CTV & digital video, radio, print, and outdoor advertising
- Experiential events
- Campaign landing page (BCHealthCareers.ca)
**Results**
The campaign achieved significant results at all levels of engagement:
- Nearly 100 million impressions, with an average of 97% completions on CTV, and positive interactions on government social media channels and Reddit
- 160,360 visits to the campaign landing page (BCHealthCareers.ca), resulting in over 235,913 page views
- Over 2,950 expressions of interest from healthcare professionals, including doctors, nurse practitioners, and nurses
- Almost 2,800 applications submitted by qualified U.S. healthcare professionals, leading to over 400 hires thus far.
The campaign received media attention from outlets such as CBC, Global, CityTV, and the Globe & Mail.