Nom du projet
The human side of care
As with all professional orders in Quebec, the primary mission of Quebec’s professional body that represents auxiliary nurses is public safety.
The Licensed Practical Nurses (LPNs) who are members of the OIIAQ (Ordre des infirmiers et infirmières auxiliaires du Québec) play an essential role at the front lines of healthcare in the province. The OIIAQ needed an ad campaign that would communicate the specific work carried out by their members on a daily basis, as well as the positive impact they bring to Quebecers from all walks of life.
Camden developed a simple, effective ad campaign that achieved all this while touching hearts and minds. The campaign was driven by a 30-second TV commercial produced internally by Camden and aired in a coveted prime-time slot during must-watch Quebec talk show Tout le monde en parle.
Knowing full well that the ad would be up against heavy hitters with deeper pockets, Camden focused on both sides of the OIIAQ’s human equation: LPNs and their patients, all under the umbrella theme of Soigner avec humanité (“The human side of care”). With a media strategy designed to maximize visibility on a limited budget, the campaign was also adapted for online media, La Presse+ (Quebec’s go-to interactive news platform) and as a series of posters distributed to the province’s healthcare institutions.