Yukon-Kuskokwim Health Corporation

Recruitment Video/DVD

ASSESS

Yukon-Kuskokwim Health Corporation (YKHC), which is headquartered in Bethel, Alaska and run by local tribes, serves 58 rural communities in Western Alaska. Our client wanted to develop a new recruitment video/DVD that would present a realistic yet inspiring account of life in Bethel and the surrounding region. This city has been described as a place where "no roads lead," since it is only accessible by boat, plane or snowmobile. The patient population is mostly Alaska Native, and many still embrace resident customs, including respect for elders and subsistence living. Needless to say, recruiting health care professionals from other states or even other parts of Alaska is no easy challenge--particularly in the current health care market.

STRATEGIZE

Bethel, Alaska is a very difficult place to envision without seeing it. Not all applicants can be flown to Alaska, therefore making the need for a video/DVD essential. It enables candidates to hear first hand accounts and understand the culture and lifestyle of this magical place. Our first step was to research hours of Bethel footage and photos, study the previous YKHC video, and learn more about the native music and customs. Our objective was to accurately show the cultural diversity, patient populations, and challenging cases our client witnesses every day. We wanted viewers to see a documentary style video with the best quality interviews and outdoor footage, including scenic outdoor shots. YKHC wanted this video to reflect their culture and reinforce their mission in Alaska and nationwide. Our strategy also included the selection of a crew that was knowledgeable about Alaska, its climate, and culture.

IMPLEMENT

We partnered with a videographer in Colorado and an Anchorage-based camera and sound team, and flew to Bethel. A Betacam was utilized for primary footage and digital cameras for secondary shots. We obtained additional recording, including winter and wildlife shots, from the local TV station. During the shoot, our camera crew had the opportunity to take an unscheduled trip to Tununak, a tiny village on the Bering Sea. They flew in a Cessna with a team of flight paramedics to pick up an ailing infant, who was then brought to the hospital in Bethel. This Aeromed mission became a two-minute sequence in the video.

We edited approximately 12 hours of footage to create the 25-minute video. For the soundtrack, we used music from some artists who have ties to the area and/or Native American culture. Since the video was also going to be distributed internally and throughout the Y-K Delta region, we wanted it to appeal to Alaska Natives as well as non- Natives. Most of all, we needed music to add emotion and flow to the piece. The final video was produced on both VHS and DVD.

MEASURE

Yukon-Kuskokwim Health Corporation was thrilled with their new recruitment video/DVD. In fact, after purchasing the initial quantities requested, they purchased the overrun on the DVDs for distribution to the entire organization. Applicants who receive the video in their recruitment packets are asked to fill out a comment card and return the DVD in a postage-paid envelope. "Beautiful," "excellent," and "moving" are written on most replies. Our client's legal team has even used the Aeromed sequence in a presentation, and plans are underway for a CD ROM that will feature additional interviews from our video shoot. The video also received the Grand Prize in the General Communications category at the 2004 Employment Management Association Awards.