MOH Singapore needed to change perceptions. Nursing wasn’t attracting fresh talent, and those already in the field were losing pride in the profession.
Through a fully integrated campaign, we reframed nursing entirely - shifting it from being seen as soft and subservient to powerful and indispensable. A bold new take that gave the profession back its pride, and Singapore a new way of seeing it.
Viewed more than any other nursing ad in Singapore history. The song was composed from scratch.
We embarked on a whole new chapter for the MOH “Care To Go Beyond” brand campaign – one that Singapore never witnessed before. We changed the soft perception of nurses the country was so used to seeing for decades to attract the new generation.
We created a campaign that raised the profile and respect for nurses, making them look 'cool' for a change. Focusing on the strength and pride of nurses, we empowered them, dispelling the stigmas and misconceptions the public had on the profession.
Phase 2 saw us further debunking misconceptions by having our nurses respond directly to the stereotypes. By also placing them within their working environments that aren’t commonly associated with the profession, we showed the public the flexibility and the breadth of roles within nursing.
But more importantly, valorising the very nurses who opt to choose nursing as a profession – showing the country what nursing is really about.