Australian College of Nurses

Nurses, not just for a crisis.

The challenge was to develop a campaign with two main objectives – to celebrate International Nurses Day, and to raise the status and profile of nursing in Australia, including the value and impact nurses have on health and aged care when supported to work to their full scope of practice.

The campaign’s aim was to reflect the very real and positive impact nurses have every day on consumers as they access health and aged care services, and position nursing as a profession of choice that offers diverse career pathways.

The campaign aimed to also benefit ACN by association, increasing its brand awareness.

Our solution: Everyday People. Exceptional Care. Nurses are real people, doing a job. Professional, dedicated, humble, fun – nurses are a lot of things, and this approach aimed to celebrate these characteristics, warts and all. We aimed to present an authentic and positive representation of what nurses do every day.

The outcome: The campaign was hugely successful in terms of delivering the expected results and outperforming. It was a small but meaningful exercise that delivered 735,000 impressions and 31,000 clicks