HEROES BEHIND THE MASKS DOCU-SERIES

HEROES BEHIND THE MASKS DOCU-SERIES

HEROES BEHIND THE MASKS DOCU-SERIES

The Ask

The Ask

A Global Multi-Channel Content Campaign Celebrating The Nursing Community

A Global Multi-Channel Content Campaign Celebrating The Nursing Community

The Idea

The Idea

Heroes Behind the Mask - "A Walk in Our Shoes"

Heroes Behind the Mask - "A Walk in Our Shoes"

The Need

The Need

Community Building
Reach & Engagement
Mass Recognition

The Solution

The Solution

Award-Winning Docu-Series
Custom Website
Amplified Digital Interaction
Earned Media

312M+

312M+

312M+

IMPRESSIONS

IMPRESSIONS

IMPRESSIONS

4x

4x

4x

AWARD WINNING

AWARD WINNING

AWARD WINNING

The Challenge

THE CHALLENGE

Gradient concepted and created the Heroes Behind the Mask campaign in March of 2020 to honor nurses across the country for their sacrifice during the unprecedented global pandemic. Given CeraVe’s long standing association with nurses, the program was sold as a national campaign featuring a custom website, a social media recruitment campaign, development of all social assets, selection of nurse winners, and the creation of a 4 part mini-series featuring heart-touching personal stories following the lives of 4 nurses from across the United States.

3 Year Mini-Series

Campaign Stills

Content Development

The Results

The Results

The program had great success, garnering media attention both at a local and national level. The campaign reached well over the intended 100 million views with features done in the NYT, Extra TV,  local news outlets, Upworthy, and People magazine. The series has been one of the most award-winning campaigns from CeraVe winning A Telly Award, Hermes Creative, Marcom, and Anthem Awards for Branded Content campaigns.

Content Capture

Talent Integration

Onsite Execution and Filming

CREATIVE STRATEGY

CREATIVE STRATEGY

CREATIVE STRATEGY

PLATFORM DEVELOPMENT
KPI Alignment
Creative Narrative

CONTENT STRATEGY
Social Capture
Platform Engagement

TALENT STRATEGY
Speaker Alignment
Speaker Scripts

CREATIVE PRODUCTION

CREATIVE PRODUCTION

CREATIVE PRODUCTION

CREATIVE DESIGN
Programming
Impactful Messaging

SOCIAL MEDIA CAMPAIGN
Post Storyboard
Visual Engagement

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

CONTENT
Social Capture
Video Production

CUSTOM WEBSITE
Branded Platform
Campaign Portal

SOCIAL PROMOTION
Crowd Sourcing
Referral Campaign

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