The Apollo Hospitals Group, one of Asia’s largest and most trusted healthcare group launched a campaign on the occasion of International Nurses Day with the theme ‘Tamasoma Jyotirgamaya – From darkness to light’ as a reverence to the nurses around the world. The campaign, comprising of ATL and BTL elements that highlighted the contribution of nurses- the frontline staff and torch bearers at Apollo, who lead the flame of healthcare sector today.
Right from entering a hospital while we are sick to getting released after recovery, it’s the nurses who are always there to take care of us. Under their supervision, we come back to our health. Hence, it’s the nurses who are bringing us from dark to light. The term ‘Tamasoma Jyotirgamaya’ is derived from a Sanskrit shloka which means Lead us from darkness to light.
Shedding light on the theme of the campaign, Dr. Nandini Ali, Head- Brand and Marcom, Apollo Hospitals said, “Apollo Hospitals has over 14,000+ nurses working in over 56 different specialties to cater to every patient’s needs. Nurses work long hours, often under challenging circumstances, and they deserve our respect and appreciation. We at Apollo, the significance of the role of nurses is reflected through the group’s logo. Nurses have been the strong force behind delivering world class healthcare since Apollo’s inception, soaring high in line with the mission, vision and culture of the organization.”
While the ATL & BTL elements included hoardings, posters, and standees, the digital arm of the campaign, a video wish post, done by Publicis Health was launched on Facebook, Instagram, and Twitter honoured Nurse Florence Nightingale on her birth anniversary and showcased the contribution of nurses make to our society.
Another testimonial video, from the nurse of Apollo Hospitals, talking about the number of lives they save and the blessings they receive, brought an element of realism to the campaign.
Overall, the campaign garnered 12 million+ impressions on all social media activities and a campaign average engagement rate of 3.23%.