The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Brand Partnerships
Annual ID
OS24_PR008G
About the Work
A recent study from the National Council of State Boards of Nursing found 100,000 nurses quit during the Covid 19 pandemic, and another 800,000 intend to leave the profession by 2027, citing burnout and exhaustion. The mass exodus of vital professionals threatens to upend the U.S. healthcare system and put patient care in jeopardy. Not only is it critical we find new solutions to keep nurses in hospital halls, but we must also innovate additional avenues to preserve the pipeline of student nurses into the profession.
Giving student nurses the same adoration as student athletes is one way to do exactly that. Of course, from a brand perspective there is no better way to give a student respect than an NIL deal.
In 2021, the U.S. Supreme Court ruled college athletes could finally profit from their Name, Image and Likeness or “NIL”. For the past two years brands have given NIL deals to star college athletes to endorse their products.
But, when running shoe brand, Saucony, discovered nurses run nearly a marathon a week on the job, the brand knew it was time to give a first-of-its-kind NIL deal to an entirely new type of student athlete … student nurses.
Saucony partnered with one of the country’s largest schools for nursing; Galen College of Nursing, to sign four of their top students to an NIL deal. Then, the brand gave them the full NIL treatment: a signing event, a signing bonus, and of course, running shoes to wear for every strenuous nursing shift.
From there, Saucony featured the nurses endorsing their shoes across online video, Instagram, Facebook and posters. The country’s first NIL deal for student nurses got the nation’s attention, amassing over 400 media stories, 294 million impressions and an ad value equal to $2.8 million in just 24 hours.
With one small change to the way NIL deals are structured, Saucony proved brands can endorse students for what they do on the field AND what they do in their field.
Giving student nurses the same adoration as student athletes is one way to do exactly that. Of course, from a brand perspective there is no better way to give a student respect than an NIL deal.
In 2021, the U.S. Supreme Court ruled college athletes could finally profit from their Name, Image and Likeness or “NIL”. For the past two years brands have given NIL deals to star college athletes to endorse their products.
But, when running shoe brand, Saucony, discovered nurses run nearly a marathon a week on the job, the brand knew it was time to give a first-of-its-kind NIL deal to an entirely new type of student athlete … student nurses.
Saucony partnered with one of the country’s largest schools for nursing; Galen College of Nursing, to sign four of their top students to an NIL deal. Then, the brand gave them the full NIL treatment: a signing event, a signing bonus, and of course, running shoes to wear for every strenuous nursing shift.
From there, Saucony featured the nurses endorsing their shoes across online video, Instagram, Facebook and posters. The country’s first NIL deal for student nurses got the nation’s attention, amassing over 400 media stories, 294 million impressions and an ad value equal to $2.8 million in just 24 hours.
With one small change to the way NIL deals are structured, Saucony proved brands can endorse students for what they do on the field AND what they do in their field.
2024 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Doner / Detroit
Art Director
Madison Johnson
Chief Creative Officer
Colin Jeffery
Design Director
James Adame
Designer
Mary Littell
Executive Creative Director
Justin Bilicki
Group Creative Director
Jeff Beck
Writer
Martin Zivica
Associate Strategy Director
Alex DeMuth
Brand Strategist
Alex Caughlin
Senior Strategist
Kayce Holland
Account Director
Melissa Zelinski
Client Strategy Media
Amy McMillan
Group Account Director
Pete Spender
Wendy DeWindt
Group Director Media
Mia Viera
Senior Brand Marketing Manager
Jordan Yob
Senior Project Manager
Nicole Chambers
Related Awards
