The H.E.R.O. campaign was created and strategically planned to be a participatory campaign that speaks directly to nurses, providing an opportunity to choose the most deserving of its members to receive reward and recognition.
The challenge to the launch of this program was to gain high awareness very quickly in order to make sure that the diverse audience of nurses and health practitioners throughout North America would become involved, responding to the message by nominating their peers and participating in voting. The program was designed to get people involved. Simply put the program begins with nurses being nominated by their peers and, of course, agreeing to accept the nominations.Then a period of voting occurs during which the audience is encouraged to vote. The ten nominees who receive the most votes are named the winners of the Ansell H.E.RO. Nurse Service Award. Each winner receives a H.E.R.O. Nurse Service Award Plaque, a nursing reference book of their choice, and has her or his story profiled online.
Elements included promotional materials, eblasts, online banners, trade show exhibits and collateral for both the nomination and voting periods. Ansell is one of the leading providers of personal protection equipment worldwide. As Creative Director for Quiller and Blake, the agency of record for North America, Steve provided innovative and strategic advertising and marketing solutions for all their brands and divisions.