Iroquois Healthcare Association

Healthcare marketing campaign ramps up recruitment with a Covid-19-spurred call to care.

B2B , Healthcare

Advertising // Branding // Data & Analytics // Design // Digital // Media Planning & Buying // Research // Social Media // Strategy & Planning

Iroquois Healthcare Association and Mower were one year into a thriving recruitment campaign for long-term care workers in New York when COVID-19 arrived on the scene, driving a new surge in demand. The Caring Gene® brand, and its award-winning multimedia campaign, were already attracting record numbers of job applicants who self-identified as being “born to care” to entry-level healthcare job openings throughout the state.

An urgent need for heroes.

With the onset of COVID-19 came a critical need for even more workers in both clinical and support roles. IHA’s provider partners needed healthcare heroes, and they needed them fast.

Enter Caring Gene ® “Caring Is Your Calling.”

Mower’s healthcare marketing experts drew inspiration from World War I and World War II recruitment posters to deliver an urgent new message. Powerful visuals were paired with a series of bold messages to convey the unprecedented nature of the COVID crisis and spur heroes-in-the-making into quick action.

Building on the success of the campaign’s first phase, “Caring Is Your Calling” quickly delivered on its promise, motivating an immediate and steady flow of new recruits to search for jobs via the website.


job searches


website visits


click-throughs to provider job sites

We turn brands into friends.

Like Uncle Sam’s direct appeal in the U.S. Army’s WWI and WWII recruitment posters, the campaign’s clear call to action immediately connected with its target: those who are motivated in life by a desire to serve others.

Key Brand as Friend® drivers:

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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