Help Shape the Future of Nursing — Longwoods Advocacy Ad Campaign
Developed a strategic two-part print advertising campaign for Longwoods, aligning with the Canadian Nurses Association’s goal of elevating visibility and engagement among Canadian nurses. Centered on the theme “Help shape the future of nursing in Canada,” the ads featured a compelling double-exposure design of nurses and Parliament Hill to symbolize CNA’s lobbying strength and professional support. Messaging highlighted CNA’s role in advocacy and career advancement, with one ad tied to exclusive Congress membership and the other focused on amplifying nurses' voices. The campaign contributed to a 14% membership increase and reinforced CNA’s leadership in health policy and workforce development.
Situation
The Canadian Nurses Association (CNA) sought to enhance visibility and engagement among Canadian nurses. As the national association representing nurses across all 13 provinces, CNA aimed to solidify its role as a leading healthcare lobbyist and professional supporter. CNA planned a campaign with two strategic advertisements in Longwoods, a prominent healthcare publication, under the theme "Help shape the future of nursing in Canada."
The Canadian Nurses Association (CNA) sought to enhance visibility and engagement among Canadian nurses. As the national association representing nurses across all 13 provinces, CNA aimed to solidify its role as a leading healthcare lobbyist and professional supporter. CNA planned a campaign with two strategic advertisements in Longwoods, a prominent healthcare publication, under the theme "Help shape the future of nursing in Canada."
Task
The challenge was to design advertisements showcasing CNA's advocacy and career support, encouraging membership, and appealing to a professional audience while emphasizing CNA's role in shaping the future of nursing.
The challenge was to design advertisements showcasing CNA's advocacy and career support, encouraging membership, and appealing to a professional audience while emphasizing CNA's role in shaping the future of nursing.
Action
A campaign was designed using a double exposure of nurses and Parliament Hill to symbolize CNA's lobbying influence. Messaging was developed in collaboration with the Marketing Lead, emphasizing CNA’s support at all career stages. One ad promoted an exclusive membership tied to the 2023 International Council of Nurses Congress, and the other focused on advocacy with the tagline, “Make your voice count.” Both ads were strategically placed in Longwoods to maximize visibility among healthcare professionals, academics, and policymakers.
Result
The campaign increased CNA membership by 14%, demonstrating its effectiveness in engaging the target audience. It earned praise from senior management for aligning with organizational goals and strengthened CNA's reputation as a strong advocate for the nursing profession.
The campaign increased CNA membership by 14%, demonstrating its effectiveness in engaging the target audience. It earned praise from senior management for aligning with organizational goals and strengthened CNA's reputation as a strong advocate for the nursing profession.
