ONA launches new awareness campaign to boost value of nurses

The Ontario Nurses’ Association (ONA) launched a new province-wide ad campaign this week aimed at bringing awareness to the skills and high level of care provided by the provinces’s nurses. A 30-second radio spot entitled “The Super Shift” is a mock pre-game broadcast which compares nurses to professional athletes. It ends with the line, “If […]

The Ontario Nurses’ Association (ONA) launched a new province-wide ad campaign this week aimed at bringing awareness to the skills and high level of care provided by the provinces’s nurses.

A 30-second radio spot entitled “The Super Shift” is a mock pre-game broadcast which compares nurses to professional athletes. It ends with the line, “If only we valued nurses like pro athletes. Value the invaluable.”

The campaign also features transit shelter ads. The new campaign is an extension of a previous initiative launched last fall with the same broad theme, said Peter Birt, manager of communications and government relations at ONA.

The strategy for the entire campaign was created by Toronto-based agency Doug & Serge, the agency ONA hired two years ago.

The selection was an informal process, said Birt, and Doug & Serge was chosen because of its unique, lighthearted approach to a serious topic.

“We interviewed about three or four firms and [Doug &Serge] had a slightly different cut than anyone else. We wanted a more upbeat, positive tone, and they came up with some interesting ideas,” said Birt.

“The Super Shift” is not intended to dump on pro athletes, said Birt, but rather point out that nurses make a fraction of what these athletes do for arguably “more important work.”

“The Super Shift” radio spot (which can be heard at www.ona.org/value) and transit ads will run in 12 major Ontario markets from the first week of December until late March, with a four-week break around Christmas.

The ONA is the union representing roughly 60,000 registered nurses and more than 13,000 nursing school affiliates, providing care in hospitals, long-term care facilities, public health and community clinics.

Brands Articles

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips

Are men underserved by online retailers or just more critical?

How gender is impacting online shopping habits and what retailers can do about it