Pride, in Everything We Do

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THE PLAN: Help teammates across Carolinas HealthCare System feel emotionally connected by elevating the personal stories happening in every corner of the organization. Using the CHS employee brand, “Pride, it’s in everything we do,” the plan was to unite these stories through a series of videos shared across Yammer creating a shared experience for more than 60,000 teammates.

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THE GOAL: Build a deeper sense of belonging and pride by inspiring teammates to see themselves and each other in the CHS story. The goal was to encourage more employees to share their own “Pride” moments while strengthening culture and sustaining engagement as the annual survey approached.

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“With the dynamic workforce and competition for top talent, more companies are recognizing the importance of employee engagement and commitment,” said Nancy Cooper, global editor in chief for Newsweek.

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THE PLAYBOOK: We knew the campaign needed a purpose teammates could feel, not just watch. We refreshed the employer brand and designed a video series that invited teammates to momentarily step outside their job titles and see what makes CHS a living, breathing system.

Using a blend of GoPro technology and traditional videography, we created day-in-the-life stories that offered an unprecedented, first-person look into roles across the organization. Paired with a visual identity rooted in CHS’s Purpose, Mission, Vision, and Values, the campaign rolled out across screens and physical spaces through posters, table tents, and ongoing reminders leading up to the engagement survey. Every touchpoint reinforced a simple message: pride shows up every day — and in every one of us.
 

THE RESULTS: LaineGabriel and CHS refreshed the Employer Brand both visually and contextually to align with the newly adopted Mission, Vision, and Values. With leadership approval, we introduced a bold new creative style that pushed healthcare branding forward and reflected CHS’s commitment to innovation and people-first storytelling.

The campaign resonated deeply with teammates, creating a stronger emotional connection and amplifying a shared sense of purpose. CHS reported sustained engagement scores across the system and enthusiasm for the volume and quality of teammate submissions, proving that when people see themselves in the story, they’re eager to help tell it.