Moments big and small
A celebration of nursing that highlights both the compassion patients experience and the expertise that makes exceptional care possible.
Nurses Week campaigns often focus on appreciation alone, overlooking the expertise and preparation behind exceptional care. For Nurses Week 2026, CommonSpirit Health sought to tell a more complete story—one that celebrated both the compassion patients experience and the clinical excellence that makes those moments possible. The campaign was built around a simple idea:
Nursing excellence is expressed in both the big moments and the small ones.
The Creative
The campaign featured real CommonSpirit nurses in authentic care environments across five nursing specialties, highlighting comfort, education, innovation, leadership, and clinical excellence.
A cinematic visual style was paired with documentary authenticity, while a nurse-performed rendition of Be Thou My Vision served as the emotional thread connecting each story.
The final campaign included:
One hero film
Five specialty-focused short films
Social-first edits optimized for multiple platforms and aspect ratios
The Results
The campaign generated 5.8 million impressions, 2.3 million reach, $0.02 cost per view and a 61.95% view-through rate, delivering more than double the typical healthcare industry average of approximately 30%, while achieving a cost per view below commonly reported healthcare benchmarks.
These results suggest that audiences responded strongly to the campaign's combination of authentic caregiver stories, emotional resonance, and specialty-focused nursing content.