“We Speak Diversity”

Children’s is widely known in the Boston area for its commitment to better serve its diverse patient base in its surrounding areas, as well as its focus on recruiting a diverse, culturally competent staff.

To this end, the “Do Big Things!” campaign adapted well to this prevailing recruitment objective. NAS developed a diversity-centric message within the context of the campaign showing a toy box housing many of the toys that would appear throughout the master recruitment strategic plan under the banner headline “We Play Well Together.”

This message solidified Children’s position on this enterprise-wide initiative and gave NAS a point of departure to pursue targeting a larger scope of diverse professionals in the region.

At the same time, NAS launched a parallel bilingual campaign to target specific groups within these diverse communities.