The brief

Client background: EBNHC is the largest community health center in MA, and one of the largest community health centers in the country, providing 24/7 care to many communities throughout Boston who are lower income and most in need.

Goal: To meet their critical staffing needs (clinical and non-clinical) by attracting highly qualified candidates who understand the reality of healthcare in a community outpatient setting.

Target positions: There were 7 key positions the client narrowed in on that were most urgently/widely needed, which we segmented into 3 main categories: Care, Support, and Leadership.

Research: While motivations slightly differ across our 3 main categories, there are some common threads among all audiences, such as work-life balance and flexibility, career advancement, a commitment to employee safety and wellbeing, and respect.

One key motivation that uniquely stood out in both our market research as well as our brand research, however, is that employees like to work at East Boston for the sense of purpose and community that it gives them.

The concept

Our people are our purpose

East Boston Neighborhood Health Center (EBNHC) knows that a healthy workplace is essential to excellent care. That’s why they're committed to providing their team with a safe and supportive environment, great flexibility, work/life balance, and exceptional benefits.

In this campaign, ThinkArgus cast a spotlight on EBNHC's dedicated staff. Personal imagery and care-based headlines communicated a simple, thoughtful message: EBNHC's high standard of care depends on the health of its people.