Duke Media partnered with CeraVe to produce the digital content series Heroes Behind the Mask, which honored the resilience and dedication of nurses. Through authentic storytelling and cinematic visuals, the campaign spotlighted real nurses, sharing their personal journeys and highlighting their impact on the healthcare community. The initiative included a nationwide call for stories, exclusive CeraVe gift bags for 250 nurses, and a dedicated Facebook group fostering peer support.

The campaign exceeded expectations, garnering over 100 million views across all paltforms and earning media coverage in The New York Times, People, Extra TV, and Upworthy. It also strengthened CeraVe’s relationship with healthcare professionals by launching the Future Nurses Scholarship, awarding $50,000 to aspiring nurses. The campaign’s success demonstrated the power of purpose-driven storytelling in building brand affinity and fostering meaningful community engagement.