What is #UniteInGratitude?

#UniteInGratitude is a national pro bono campaign to inspire unity of thankfulness, solidarity and support for healthcare workers across the country. It is meant to include and honor all healthcare workers—from doctors to nurses to techs to hospital cafeteria and cleaning staff—who are serving the public during the COVID-19 pandemic. #UniteInGratitude was created by Omnicom Health Group, a network of healthcare communications companies.

Why are you launching this campaign now?

Officials are warning of a “second wave” of COVID-19 infections in the US.1 And since the pandemic began, more than 60,000 US health care providers have been infected—and nearly 300 have died2—in the course of caring for patients. The pandemic is far from over, and US healthcare workers are experiencing burnout, anxiety and fatigue.3 Now more than ever, they need our unanimous and continued support. Our campaign aims to unite all Americans in gratitude for healthcare workers, and to raise funds to help support them for the long and grueling fight.

  • Hobbs J. CDC warns of second coronavirus wave as states lift lockdowns. New York Post. June 14, 2020. Accessed June 16, 2020.
  • Stone W, Feibel C. COVID-19 has killed close to 300 U.S. health care workers, new data from CDC shows. NPR. May 28, 2020. Accessed June 16, 2020.
  • Cha AE, Guarino B, Wan W. ‘I have never felt so helpless’: Front-line workers confront loss. The Washington Post. June 7, 2020. Accessed June 16, 2020.

How can I get involved?

We’re encouraging Americans to get involved with #UniteInGratitude by using our hashtag on social media, or by purchasing any #UniteInGratitude products at UniteInGratitude.com. All proceeds from each purchase will be donated directly to the CDC Foundation’s Coronavirus Emergency Response Fund. Products include the Gratitude Flag, and t-shirts, hats, and water bottles bearing its image, all sourced from American manufacturers and made in the USA.

Who is behind the #UniteInGratitude campaign?

#UniteInGratitude was created entirely pro bono by Omnicom Health Group, a network of healthcare marketing and communications companies, and by partner Omnicom companies. All media has been donated pro bono by media partners working with OMD Worldwide, part of Omnicom Media Group. Legal services have been provided pro bono by Davis & Gilbert LLP. Pfizer, Inc. and Merck & Co., Inc. have each provided a sponsorship grant to #UniteInGratitude to support out-of-pocket costs for launching the campaign, including initial manufacturing of Gratitude Flags.

Where is the campaign running?

The #UniteInGratitude TV commercial will be running on national television throughout July and August. In addition, the TV commercial is being supported by a national media effort and social media campaign on Instagram, Facebook and Twitter.

What is the Gratitude Flag?

The Gratitude Flag (used throughout the campaign) is a banner of thankfulness, solidarity and support for those serving us during the COVID-19 pandemic. It is based on the colors of the hospital—surgical scrub green, N95 mask white, and hospital gown blue—and is meant to inspire unity of gratitude. The Gratitude Flag is not a political or partisan statement; it is meant only as a tribute to healthcare workers and an expression of nationwide thanks.

Who is making the Gratitude Flag?

The Gratitude Flag is being manufactured by Annin Flagmakers, a sixth-generation, family-owned and -operated company which has been making our country’s symbol since 1847. Annin’s flags are made to the highest standards by the most-experienced flagmakers in the industry. The Gratitude Flag is not an official American Flag. It is a tribute flag specifically designed to honor US healthcare workers during the coronavirus pandemic. There are many existing and widely sold variants of the actual American Flag used to honor police, firefighters and even dispatchers. We believe healthcare workers deserve a tribute flag that recognizes their service and sacrifice on behalf of the rest of us.

How does #UniteInGratitude support healthcare workers?

Besides inspiring Americans to thank healthcare workers, #UniteInGratitude is supporting them by partnering with the CDC Foundation (a US-based nonprofit organization). We are raising funds through the sale of Gratitude Flags—and other items bearing its image—on UniteInGratitude.com, a webstore created for this effort. Proceeds from all sales will be donated directly to the CDC Foundation’s Coronavirus Emergency Response Fund and targeted at helping frontline healthcare workers with needed PPE, mental health support and other support services.

Who created the #UniteInGratitude TV commercial?

The #UniteInGratitude TV commercial was created pro bono by Omnicom Health Group with the generous support of many partner companies. It is an intentionally inclusive effort, meant to honor healthcare and hospital workers of every background and discipline who are working on the front lines of the COVID-19 pandemic. The spot’s hashtag—#UniteInGratitude—is also displayed in the 10 most commonly spoken languages in the US. Voice talent for the commercial was generously donated by Hollywood icon, Dennis Quaid.

What is the CDC Foundation and the Coronavirus Emergency Response Fund?

The CDC Foundation is an independent nonprofit and the sole entity created by Congress to mobilize philanthropic and private-sector resources to support the Centers for Disease Control and Prevention’s critical health protection work. The CDC Foundation helps the Centers for Disease Control and Prevention do more, faster, by forging effective partnerships between CDC and corporations, foundations, organizations and individuals to fight threats to health and safety. The CDC Foundation is a 501(c)(3) public charity.

Who is Omnicom Health Group?

Omnicom Health Group is a New York City-based network of healthcare marketing and communications companies, and is part of Omnicom Group, Inc. Many of the Group’s employees live and work in the greater NYC metro area, one of the hardest-hit areas of the country. We have family, friends and neighbors working on the front lines of the COVID-19 pandemic. Some staff members have had coronavirus, and others have lost loved ones to the disease. Several Omnicom Health Group and Omnicom partner companies came together to create and launch the #UniteInGratitude campaign to inspire others to Unite in Gratitude for all healthcare workers.

Where can I get more information?

Have additional questions? Email us at questions@uniteingratitude.com