LONDON — A new charity to supporting the nursing profession in the US and worldwide, The Nurse Heroes, has appointed Coolr as its global social media agency of record.

Coolr’s brief includes strategic counsel for social media, developing and implement a social-first media strategy, content activation, community management and a partnership programme, with the aim of raising awareness of the shortfall of nurses entering the profession and driving donations to tackle the problem.

The agency’s first activation is the launch event for the charity, ‘Nurse Heroes Live!’ – an all-star concert produced by 19-time Grammie Award winner, Emilio Estefan, to be livestreamed on Thanksgiving. The line-up includes Black Eyed Peas, Andrea Bocelli, Céline Dion, Gloria Estefan, Josh Groban, Carole King, The Wailers, Stevie Wonder, host Whoopi Goldberg, and special appearances by Billy Crystal and Oprah Winfrey.

The Nurse Heroes co-founder and philanthropist Sandi Nicholson said: “There is an urgency to support our nurses and their families as we face a rapidly accelerating shortage of nurses around the world. If nothing changes, within three years we will have about one million fewer nurses than we need in the United States and two million fewer than needed in Europe, and it’s a similar story in countries everywhere”.

Coolr CEO Adam Clyne said: “The nursing profession touches the lives of all people and this new charity aims to recognise all the great work they do and ensure the profession is supported in the future. We are delighted to be working with this great cause and are particularly excited about Nurse Heroes Live.”