NSW Health engaged Laundry Lane to create a video campaign that celebrates the small, everyday acts of kindness performed by healthcare workers across the state. The aim was to boost staff morale, foster a positive workplace culture, and showcase the compassion that underpins public health. The videos needed to reflect real voices, real moments, and an authentic view of healthcare environments.

Laundry Lane developed a flagship campaign video and a suite of case study films showcasing real NSW Health staff and their stories. The creative concept, “Kindness Lives Here” grounds the campaign in lived experience and emotional relatability. The master video is designed to be generous, authentic, and inspiring, capturing the challenges of healthcare work and the uplifting power of small gestures. Localised videos build on this by highlighting acts of kindness from different regions, following Laundry Lane’s Sensitive Storytelling framework to ensure dignity and care in every interview. The result is a campaign that honours staff, deepens internal connection, and visually reinforces NSW Health’s core values.