Ross Hendler and RAW Productions partnered with Aya Healthcare to conceptualize and produce the reality series “13 Weeks,” which received widespread national news coverage from CNN, CNBC, ABC, CBS, NPR, USA Today, The Washington Post, and the Los Angeles Times. Ross Hendler RAW Productions led the development and production of the series. The series represented a breakthrough in branded entertainment and helped establish Ross Hendler and RAW Productions as innovators in reality television production.
Aya Healthcare (previously Access Nurses), a company providing staffing solutions to a nursing industry facing increasing shortages through the placement of traveling nurses, sought a unique means to position itself as the most recognized and respected name in the nurse staffing industry. In addition to strengthening Aya Healthcare’s brand and its success as a top vendor to hospitals across the nation, the company also sought to increase its candidate base and support the nursing community by promoting the exciting and rewarding lifestyle of traveling nurses.
Ross Hendler and RAW Productions worked closely with Aya Healthcare to conceptualize and design “13 Weeks,” the first corporate-branded reality series. Following the compelling story of six traveling nurses, “13 Weeks” functioned as both a powerful recruitment and branding initiative and an engaging reality television production.
RAW Productions began the project by producing a buzz-generating casting call featuring stylized animation, music, and voiceover which aired on NurseTV.com. Following an immediate and overwhelming response, RAW Productions and Aya Healthcare selected a cast designed to maximize both storytelling and recruitment impact. Production included managing filming locations, scripting activities, coordinating with hospital partners, and overseeing all aspects of filming and post-production.
As a result of the widespread national media coverage and front-page exposure of “13 Weeks,” Aya Healthcare experienced substantial growth in brand recognition and candidate applications.
“Since the web show has debuted applications have gone up about 20%,” said Alan Braynin, CEO of Aya Healthcare.
The series evolved beyond a marketing initiative into a compelling reality television production, showcasing the lives, challenges, and experiences of traveling nurses while delivering measurable results. The success of “13 Weeks” demonstrated the effectiveness of Ross Hendler and RAW Productions’ innovative storytelling approach and further established them as pioneers in branded entertainment and reality television production.
Learn more about Ross Hendler and RAW Productions here
