Drawing US healthcare workers north with purpose, not perks.

The U.S. healthcare system is experiencing upheaval, from political interference to profit-first policies. British Columbia saw an opportunity to offer something different: not just jobs, but purpose.

With universal healthcare, values-led policy, and an urgent need for skilled professionals, B.C. became a compelling alternative. The challenge? Cutting through the noise and inviting American healthcare workers to consider the move.

So we didn’t sell a job. We offered a better life.

BC Government Communications & Public Engagement

U.S. Healthcare Worker Recruitment Campaign

Our campaign was grounded in a core truth: healthcare workers don’t move for pay. They move for purpose.

That insight led to the campaign idea: Follow Your Heart to B.C.
A message of belonging, values, and human connection—crafted less like a recruitment drive, and more like a love letter.

Every element of the campaign was rooted in heart. Literally.

We created a suite of illustrated heart icons, each symbolizing a core B.C. value—universal care, evidence-based medicine, community, and compassion.

Photos Courtesy of Dream Outdoor

The campaign targeted professionals across Washington, Oregon, and California, using OOH media 10 miles of major hospitals, and, in digital, social, media and medical magazines.

Additionally, the idea worked well for station dominations and coffee truck engagements to offer healthcare workers free beverages as they took a much needed break.

Photos: Charles Cortes, Brian Russell

The campaign struck a chord:

  • 100M+ total impressions with 97% avg CTV video completions

  • 160,360 visits to BCHealthCareers.ca

  • 2,250+ qualified expressions of interest

  • 800 job applications from U.S. healthcare workers and counting

We also saw strong engagement across Reddit, social media, and mainstream Canadian media outlets including CBC, Global, and The Globe & Mail.

By treating healthcare as a calling, and B.C. as a place to practice with purpose, we gave US professionals something they hadn’t felt in a while, hope. And that made all the difference.