STILL
CALLING
NEW BRUNSWICK NURSES UNION
In early 2023, we were engaged by the New Brunswick Nurses Union to create their annual awareness campaign.
The goals for this year were to help reconnect their membership with their calling, and cooperatively drive recruitment and enrollment efforts to add more nurses to the New Brunswick health care system.
We used real New Brunswick Nurses, and an inspiring anthemic voice-over to describe their work and their passion for it. The strategy was to help them feel proud, and to create a welcoming space for new recruits.
Make no mistake: this was a disruptive strategy. The rest of the country’s nursing awareness campaigns are still focusing on how broken the health care system is – and how can you recruit in that environment?
RESULTS
It paid off. This campaign exceeded our targets for reach and engagement, generated very positive uptake among members, and received acclaim from other nurses unions across Canada.
1 minute web video
Static digital ads
Instagram stories
Animated digital ads
Billboards
Organic social posts
Video shorts
