The Ministry of Health Holdings Singapore faced a challenge: They needed more students and fresh grads to consider nursing as a career option, and instil pride and re-inspire those already in the profession.
Through a fresh, fully-integrated campaign, we gave power back to a profession that was always viewed as soft and subservient - reframing how Singapore see nursing through a bold new take.
Through a fresh, fully-integrated campaign, we gave power back to a profession that was always viewed as soft and subservient - reframing how Singapore see nursing through a bold new take.
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 and subservient 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.
In the second phase of the campaign, we further debunked the 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 also 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.