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Week of the Nurse

Brands Used: Richmond Times-Dispatch, TimesDispatch.com

Challenge

The Richmond Times-Dispatch publishes this annual section to commemorate National Nurses Week. The goal is to create content that both engages readers and addresses the nursing audience seeking news on industry topics.

Solution

This year’s specialty publication addressed a range of relevant issues with a heartwarming, uplifting tone. The human-interest approach expanded the target audience while voicing the views of the nursing community. The well-rounded section was designed to maximize this interest visually. On-staff and freelance photographers went on-site to capture the moving stories with photos. The eclectic mix of content spanned from the entertaining to the educational: First-hand narratives, informational resources and new trends in the world of nursing highlighted this easy-to-read, attractive section.

Results

Artrelle Spicely, president of the Metropolitan Nurses Association and member of the Virginia Nurses Association, submitted information and worked with copywriters to coordinate among several nursing organizations for a piece about advocacy groups and the future of nursing. She provided the following feedback:

“Thank you for a wonderful ‘Week of the Nurse’ supplement. The articles were great, thank you again for honoring the Nursing profession. Sincerely, Artrelle Spicely, Chapter 5 of the Virginia Nurses Association, Newsletter Chair”