UCLA Health Employer Brand
Role: Writer, Creative Director. Agency: JWT Inside
Don't Be Afraid
to Be Great
"Nurses are intimidated by us"
The advertising challenge was clear: UCLA Health, one of the country’s top hospitals, both fascinated and intimidated the city’s nursing community.
Out of that simple reality was born a decade-long campaign: Don’t Be Afraid to Be Great.
Challenge was the point
Mentors to lean on.
But no shoulders to cry on.
This was not a campaign about the “Work/Life” balance, but about rising to the top of your profession and working at peak performance.
An unmistakable appeal to the fearless
The brand story of ambition and accomplishment was present throughout all the imagery and copy.
Ubiquitous across comms
Don’t Be Afraid to Be Great became part of all UCLA Health employment communications, encompassing trade shows, brochures, ads, flyers, awards, and announcements. Every award and event became a 5′-wide Don’t Be Afraid to Be Great banner hung on UCLA’s walls.
