Rural communities in North Dakota have a growing health problem: a dire shortage of critical health providers to care for area residents. To address this issue, the North Dakota Primary Care Office set out to recruit and retain much-needed health workers by inspiring them to stay in a welcoming community where they’ll feel at home, find career satisfaction, and make a real difference in the lives of North Dakotans. 

North Dakota excels at preparing students for careers in the medical field. But with so many providers vying for talent, the state’s marketing team needed to promote less populated rural areas as places where one could make a good living—and a great difference. They needed to underscore the warm, inviting, and life-changing appeal of small–town settings and the career opportunities they provided, showcasing rural communities as a special place to grow as professionals—and as a person.