Here is the way: SCC Health Sciences

The background

The United States has a health worker shortage – Iowa especially. In 2019, The Hawkeye State ranked 42nd in the entire nation for physicians per 100,000 population in the Association of American Medical College’s annual State Physician Workforce Data Report. The ongoing coronavirus crisis has only exacerbated the problem.

Enter: Southeastern Community College. 

Since 1920, SCC’s commitment to the people of Iowa has been steadfast. In response to the growing demand for healthcare workers in their state, SCC decided to expand their Health Science programming to accommodate larger student classes and added several accelerated certificates to their list of offerings. 

There’s a renewed call for healthcare workers far and wide; SCC is giving students the chance to to answer it. 

The challenge 

America’s healthcare worker shortage isn’t because people don’t want to work in the healthcare industry. It also isn’t because there aren’t enough doctors. There are a number of factors at play, but chief among them is uneven distribution of those workers and programs to teach them. We knew SCC’s expanded program combated that issue head on, but how do we make SCC rise above the pack? How do we weave that into the larger story of what it means to be a part of Blackhawk Nation? 

The approach 

In support of SCC’s Centennial celebration, we developed messaging and creative that echoes the college’s mission of 100 years of service, centered around the concept of: “Here is the Way.” 

This approach was two-fold. First, it highlights the ways in which SCC has worked for the betterment of Iowa and the rest of the Midwest for the past century: “Here is the way we have done things for 100 years.”