A blank white rectangular card.

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

NBNU Spotify Ad
NBNU Email Ad
NBNU Email Ad

Static digital ads

Instagram stories

Three example screens of the NBNU microsite, showing the homepage, the "Enroll" page and the "Move" page.
  • Smiling male nurse standing outdoors near a vehicle, with a text overlay that reads 'Nursing is a calling'.
  • Pediatrician examining a young boy's ear with an otoscope.
  • A nurse comforting a young patient who is sitting on a hospital bed, with a female caregiver and a young boy nearby in a hospital room.
  • Side-by-side photos of three healthcare professionals, two men and one woman, smiling. The woman is wearing an RN badge, and the men are wearing stethoscopes.

Animated digital ads

NBNU English Logo Animation
NBNU French Logo Animation
A photo of a billboard with a woman in blue scrubs and glasses standing in front of with the text 'Still Calling Toujours À L'Appel' and a healthcare symbol. She is smiling and wearing a name badge.

Billboards

Blurred image of a nurse attending to an elderly patient in a hospital bed with an overlaid statistic about retirement plans for nurses.
Blurred image of healthcare workers wearing masks, with overlaid text stating that 85% of nurses blame the nursing shortage for declining healthcare quality in New Brunswick, along with the logos of NBNU and SNB.
Blurred background of healthcare workers and people in a hospital or clinic setting, with a text overlay stating that Horizon Health and Vitalité NB will require 520 new RNs annually for the next 5 years to maintain current services.

Organic social posts

Video shorts

  • Male nurse and older patient
  • Patient with family member
  • Male nurse
  • Nurse and older patient
  • Nurse comforting mother and child
  • Nurse and toddler
MORE RECENT WORK