great creative builds brands faster^TM

THE SITUATION:

Studies show that registered nurses are the best value in healthcare, but in an environment of spiraling health care costs and government deficits, they are often relegated to numbers on a spreadsheet. With an upcoming challenging provincial budget and election, the nurses needed to drive awareness of the incredible value they bring.

THE PLAN:

Negative, fear-mongering approaches of the past had failed to gain traction with the public. Further, recessionary times had left the public with little capacity to worry about someone else’s problems. doug & serge came to the problem intent of finding a positive, more engaging way to create and hold the public’s attention.

THE IDEA:

We thought about what our society values: if athletes and actors can be put up on pedestals while making millions of dollars while nurses who help perform miracles everyday struggle to scrape a living together, what does that say about us? Our campaign, “Value the Invaluable’, called attention to the incredible value and services nurses provide by juxtaposing nurses against some of the ways we value professional athletes. Radio creative, featuring legendary Leafs announcer Joe Bowen calling the play-by-play on a nurse in action and a post operation interview, brought the campaign to life. The radio was supported by transit shelters featuring glass-encased trading cards and, instead of a framed sports jersey, a framed and autographed set of scrubs.