Changing the Culture: Reframing 'End Nurse Abuse' Into a National Brand

Overview

For decades, workplace violence was seen as 'part of the job' in nursing. The End Nurse Abuse campaign challenged that mindset and transformed it into a national movement for change. I led the brand strategy and creative direction that repositioned the issue from a tolerated workplace hazard to an urgent public health and policy priority — mobilizing nurses, legislators, and the public to stand together against violence in healthcare settings.

Challenge

According to a Press Ganey Survey Report, two nurses per hour are assaulted in the acute care setting. Many nurses accepted these experiences as unavoidable. The challenge was to shift that perception — transforming End Nurse Abuse from a message of resistance into a unifying call for reform, empathy, and respect.

Role & Approach

I directed the End Nurse Abuse brand initiative from concept to execution, weaving together advocacy, storytelling, and design into a cohesive national identity.

• Developed a powerful brand narrative and visual identity reframing nurse abuse as a public health crisis.
• Produced an award-winning video storytelling series earning multiple Ragan Awards including Best Nonprofit Video and Best Healthcare Video.
• Led a digital and grassroots engagement campaign driving 25,000 petitions to Congress and 30,000 text pledges.
• Partnered with ANA's merchandising team to align $150,000 in campaign product sales with brand visibility and advocacy goals.
• Deployed influencer marketing by expert nurses, multiple blog posts, and infographics.

Results

• 25,000 congressional petitions supporting workplace violence prevention legislation.
• 30,000 text pledges showing solidarity with nurses across the country.
• $150,000 in branded merchandise sales reinvested into advocacy.
• 25,000 YouTube video views on campaign storytelling content.
• Multiple Ragan Awards including Best Nonprofit Video and Best Healthcare Video.