Developed a striking conceptual awareness campaign for the Canadian Nurses Association to highlight the urgency of Canada’s nursing crisis. Using powerful metaphors like shattered glass and a nurse disintegrating, the visuals conveyed the emotional and structural collapse facing the healthcare system. Though never released publicly, the campaign was praised internally for its bold storytelling and emotional impact — a creative exploration of advocacy through visual tension and symbolism.
Situation
With Canada facing a deepening nursing shortage and mounting pressure on the healthcare system, the Canadian Nurses Association sought to sound the alarm and rally public support. The campaign needed to viscerally convey the urgency of the crisis and the consequences of inaction.
With Canada facing a deepening nursing shortage and mounting pressure on the healthcare system, the Canadian Nurses Association sought to sound the alarm and rally public support. The campaign needed to viscerally convey the urgency of the crisis and the consequences of inaction.
Task
Create a bold, emotionally compelling visual campaign that captured the fragility of the current healthcare system and underscored the importance of supporting nurses to ensure its survival and future sustainability.
Create a bold, emotionally compelling visual campaign that captured the fragility of the current healthcare system and underscored the importance of supporting nurses to ensure its survival and future sustainability.
Action
Designed a conceptual awareness campaign using arresting imagery and metaphors. Two posters featured a shattering glass effect over high-pressure clinical scenes — symbolizing a system on the verge of collapse. A third poster depicted a nurse physically breaking apart, embodying the emotional and physical toll on the profession. The core message, “Don’t let our healthcare system fall apart. Help shape the future of nursing in Canada,” anchored each visual. The campaign used a stark, cinematic aesthetic to provoke thought and inspire advocacy.
Designed a conceptual awareness campaign using arresting imagery and metaphors. Two posters featured a shattering glass effect over high-pressure clinical scenes — symbolizing a system on the verge of collapse. A third poster depicted a nurse physically breaking apart, embodying the emotional and physical toll on the profession. The core message, “Don’t let our healthcare system fall apart. Help shape the future of nursing in Canada,” anchored each visual. The campaign used a stark, cinematic aesthetic to provoke thought and inspire advocacy.
Result
The campaign sparked strong internal reactions and discussions about the power of visual storytelling in health advocacy. The work was praised for its raw emotion, symbolic clarity, and creative strength — demonstrating how a well-executed concept can drive urgency and action, even without being formally released.
The campaign sparked strong internal reactions and discussions about the power of visual storytelling in health advocacy. The work was praised for its raw emotion, symbolic clarity, and creative strength — demonstrating how a well-executed concept can drive urgency and action, even without being formally released.
