Washington University in St. Louis School of Medicine
Electronic Communications: Audio and Video - Silver
Through storytelling and strategic marketing, we created a video to spotlight Match Day 2022 at Washington University School of Medicine in St. Louis. A tight-knit group, graduating medical students clapped, cried happy tears, hugged, and gave each other high-fives on Friday, March 18, 2022, to celebrate Match Day, the momentous milestone when U.S. medical students learn where they will train as residents after graduation. The event was especially joyful because students could celebrate together and with their loved ones in person. The video also represented five years of strategic marketing efforts.
What was the most impactful part of your entry?
The most impactful part of our entry were the raw emotions of the students who matched into their desired residencies. The emotions represented a culmination of years of hard work to reach their goal of becoming a physician. Lifelong dreams were being made on Match Day. When you watch the video, you can hear it in the students’ voices and see it on the students’ faces.
What challenge did you overcome?
It was challenging to select which medical students to feature in the video. Honestly, they were all so impressive, kind, and, just, WOW. We told the most emotional student stories while also paying attention to showcasing a mix of residencies (the super prestigious, coastal, big city, local). We also aimed for a diverse group of students (e.g., by race, ethnicity, gender, sexuality).