This campaign makes an emotional appeal to striking nurses

ConnectRN worked with Mischief on campaign that includes letter in New York Times

Published On
Jan 09, 2023

Editor's Pick

Nursing is a profession in crisis; today (Jan 9) sees thousands of New York nurses prepare to strike, while over in the U.K. nurses have already taken action and are now threatening further strikes.

A new campaign from ConnectRN, the nursing community platform that connects nurses with flexible work opportunities, addresses the problem directly in an emotive new campaign created by Mischief @ No Fixed Address.  Dubbed “unResignation Notice”, the multi-channel initiative ighlights the main challenges nurses face, while also emphasizing the aspects they appreciate and why they want to return. The campaign launched with a double page spread that ran in the Sunday edition of The New York Times on Jan. 8, featuring a letter signed by hundreds of nurses who are recommitting to the profession.

Other members of the profession are able to add their signatures to the letter on an accompanying landing page on connectRN’s website and will be able to share the letter on social media to amplify their support for the cause. The campaign also includes an out-of-home component running in local markets, and a emotive video, seen here, that highlights the work nurses do and how they are trained to have a "don't quit" mentality, despite struggling themselves.

"The nursing profession is romanticized, so when nurses quit, it feels like the problem is on them," said Raphael Franzini, creative director at Mischief @ No Fixed Address, in a statement. "Our goal is to show the realities forcing them to quit. It’s not in a nurse’s nature to quit. Something needs to change, and it’s not the nurses."

“Although countless nurses have decided to exit the industry, our aim is to not only emphasize how much they want to stay and to present a path forward that will work for everybody,” said ConnectRN CEO Ted Jeanloz, in a statement. “We want nurses to feel like they’re being listened to, and that they have what they need to take care of not only their patients, but themselves.”

A previous campaign by Mischief took aim at the low value gifts nurses receive from employers in recompense for their efforts.

Three images of nurses holding up ConnectRN's UnResignation Letters

 

ConnectRN's UnResignation Letter spread

 

Credits

Date
Jan 09, 2023
Client :
ConnectRN
Agency :
Mischief
Chief Executive Officer :
Ted Jeanloz
Chief Marketing Officer :
Jen Reddy
Director of Brand Marketing :
Jessica Newton
Head of Content :
Nick Iuliano
Senior Content Creator :
Jason Oliveria
Co-Founder & CCO :
Greg Hahn
Partner and Executive Creative Director :
Bianca Guimaraes
Partner and Executive Creative Director :
Kevin Mulroy
Creative Director :
Raphael Franzini
Creative Director :
Rafael Beretta Calvo
EVP Production :
Will Dempster
Integrated Producer :
Danielle Balanov
Production Coordinator :
George Preston
Partner & President :
Kerry McKibbin
Group Account Director :
Alison Whisenant
Account Director :
Nicole de Ravel
Account Coordinator :
Kathleen Esser
Partner & Head of Strategy :
Jeff McCrory
Strategy Lead :
Nimisha Jain
Senior Strategist :
Katharina Vivian
Senior Production Artist :
Gavin Gillespie
VP Communications Planning & Media :
Kristie Lee
Associate Media Director :
Caitlin Ori
Planner :
Anya Lomako
Director of Media Investments & Platform Operations :
Dan Whip
Media Coordinator :
Alexa DeLeo
Partner & Head of Development :
Oliver McAteer
EVP GM Products and Platforms :
Ivana Musich
Account Director :
Monique Roode
Account Supervisor :
Nicole McNulty
Director of Delivery :
Annekatrin Mueller
Project Manager :
Nathalie Khouri
UX Architect :
Campbell Parsons
VP Creative Director :
Trent Thompson
ACD Digital Design :
Christina Pinto
VP Technology :
Radek Zajkowski
Front End Developer :
Shielarose Gandhi
Analytics Lead :
Lara Tutton
Production :
Sequoia Content
Director :
Dylan Maranda
Executive Producer :
Suzanne Allan
DP :
Mack Calistan
Line Producer :
Rory Halsall
Editorial :
Outside Editorial
Editor :
Alison Gordon
Assistant Editor :
Nathan Olszewicki
Senior Producer :
Kayan Choi
EP :
Kristina Anzlinger
Audio :
Hyperballad Music
Executive Producer :
Rob Niederpruem
Composer :
Taylor Bense
Sound Design and Mix :
Alex Hamadey
Finishing / VFX :
theVanity
Online Artist :
Adam Silcox-Vanwyk
Producer :
Valentina Garcia Salazar
Executive Producer :
Katie Methot
Color :
Studio Feather
Colorist :
Ana Escorse
Color Assist :
Katarina Zecevic
Executive Producer :
Chantelle Blagrove
Photographer :
Kalum Ko
Photo Assistant :
Izabel Della Siepe
Lighting Technician :
Ken Maclaughlin

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