Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding Good Samaritan's situation. The ad series highlights the fact that healthcare professionals have many interests, hobbies, and activities and can pursue them all, as well as enjoy a satisfying healthcare career, when they work for Good Samaritan. Photos of people enjoying healthful leisure-time activities, such as yoga, gardening, tennis, and coaching, serve to drive home the message that a work/life balance can be achieved when you work for the right employer, and also stand out among ads that use typical healthcare photos. The headlines are crafted to reflect the leisure activity as well as a key work responsibility. For example, the headline "You have the ability to stay focused in any situation," not only relates to practicing yoga but also reflects the concentration required of an Emergency Room nurse.

Results: Feedback from the ad series has been positive. Furthermore, the campaign has helped Good Samaritan hire a variety of qualified professionals.