With the global nursing shortage an urgent challenge, CGFNS, a federally approved screening programs for foreign-born healthcare workers, anticipated a rush of activity. To maintain its market dominance, CGFNS wanted to re-energize marketing and public relations efforts to deflect expected competition from state nursing boards and other newcomers entering the credentialing field. The theme, Narrow the Healthcare Workers Gap, One Footstep at a Time, was inspired by a global think tank hosted by CGFNS. The campaign was designed to align with emotional issues and legal challenges that affect foreign nurses seeking employment in the U.S.