This campaign makes an emotional appeal to striking nurses

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.

This campaign makes an emotional appeal to striking nurses

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