Nurses on the frontlines of the pandemic are some of the most overworked people in the world right now, with long hours and self-imposed separations from family and friends isolating them for months.
Cox Communications is helping connect those healthcare workers with their families and the comforts they’re missing by not being able to be with them. Through its Connections Project—which previously featured Cox employees calling seniors in need—the cable provider has launched “Full of Love,” a story of connecting three real frontline nurses with their parents through their favorite home-cooked meals.
In a short film, produced by agency 180LA and director John X. Carey, three nurses tell their stories of the hardships of helping Covid-19 patients and being isolated from their parents. We see them bandaging their PPE-induced wounds, getting suited up for their hospital shifts and showing their exhaustion after long days. They talk about missing their mothers’ cooking and being with family.
While Cox employees can’t lend a hand with patients, they can ease the nurses’ burden by reuniting them with their beloved meals. The mothers cooked up their favorite dishes—a steaming bowl of pho, a hearty lasagna and a batch of tamales—and Cox delivered them, connecting the families through video chat technology.
“At its heart, Cox is a connections company,” said Rachel Negretti, director of brand strategy and new media at Cox Communications. “What better way to show our appreciation for frontline nurses this holiday season than to connect them with loved ones through a shared experience that tastes like home.”
Added Mike Bokman, executive creative director at 180LA: “If you ever lose hope in humanity, talk to a nurse. Every single one we met inspired us. These nurses risk their lives every day. They do so much for everyone else, it’s nice to be able to do even just a little something for them.”
Gaston Vaneri, Senior Vice President, Brand Strategy
Brian Stifel, Vice President, Brand Strategy & Consumer Insights
Rachel Negretti, Director, Brand Strategy & New Media
Brittany Zohorsky, Marketing Senior Manager
Ally Laukhuf, Marketing Specialist
Kari Saunders, Project Manager
Agency Location: Playa Vista, Calif.
Chief Creative Officer: Al Moseley
Executive Creative Director: Mike Bokman
Group Creative Director: Jason Rappaport
Creative: Daniel Barak
Copywriter: Amar Marwaha
Art Director: Arvid Harnqvist
Producer: Thomas Anderson
Director of Client Services: Megan McDonnell
Senior Brand Manager: Morgan Theis
Strategist: Mauricio Barreda
Head of Strategy: Kaleen Ogden
Production Company: Tool
Director: John X. Carey
Executive Producer: Laura Macauley
Editorial Company: Union
Editor: Marco Perez