Creative Brief

Creative Brief 600 East North St. Suite 103 Greenville, SC 29601 • 864.248.4783 • www.peculiarproductions.com 600 East North St. Suite 103 Greenville, SC 29601 • 864.248.4783 • www.peculiarproductions.com What are we being asked to do? AHEC is interested in a new marketing plan and overall push for their Lateral Violence program. The AHEC LV program, including curriculum, game, support materials, train the trainer sessions, etc., is the leading provider of this type of training. Other organizations have begun to offer similar programs, but AHEC has the track-record and the research to establish them as the best. Their goal is to corner the market will the timing is right. Who are we trying to reach? A national audience of health professionals, most notably nurses. Lateral Violence, often defined by the saying, “Nurses eat their young,” is disruptive behavior in the workplace wherein peers or senior staff members are uncooperative and even vicious. This behavior is prominent in nursing but is seen in many business and organizational settings. What is the STORY we need to tell? LV is a serious matter, especially considering the current nursing shortage and research that suggests 60% of newly licensed nurses leave their first position because of incidents with co-workers. Replacing these nurses is very costly and inconvenient. The Joint Commission has recognized LV as a problem, linking the negative effects of the behavior to patient safety and quality of care. There is a new JC standard challenging healthcare leaders to clearly define the behavior and have policies in place for addressing it. AHEC offers programs to meet the new standard and start addressing this negative behavior in the workplace right away by educating participants about the harmful effects and rate of occurrence of LV. AHEC provides three options: Training Toolkit, Train the Trainer Workshops and Onsite Training and Consultation. Each option is geared toward increasing understanding of the problem and teaching through cognitive rehearsal. The goals are to demystify the issue, reduce anxiety and increase confidence. How can we get that STORY out to the intended audience? This is the task at hand, the HOW. Currently, their marketing efforts rely on their website and word-of-mouth traffic. We are planning a free webinar to take place in April as the first step to this plan and will be developing a system to receive training and course credit online. What else should be considered? This is a non-profit with a limited budget, but they are open to any and all opportunities. Upstate AHEC Marketing Plan