Atlantic Health EMT Recruitment campaign

Your Calling and This is Real

Nobody becomes an EMT because of an ad. They become one because something in them
already decided. Our job was just to find them. Two audiences, two very different places in that
journey. One still standing at the door wondering if this is the life for them. One already living it,
3am calls and all. Your Calling for the ones still deciding. This is Real for the ones who never
had to. One campaign, two truths, zero recruitment clichés.

Copywriter:

Naufil B Faisal

Art director:

Callen Moore.

Visual Designer:

Elyssa Gal.

Results?

Pretty standard, more business from AHA. They saw more than 65 applications for both audiences within the first phase of messaging. And the best part: my art director partners and I were pioneers in the agency, especially in the healthcare space, to produce a fully AI-generated campaign.