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Ontario Nurses' Association begins awareness campaign

The Toronto-based Ontario Nurses' Association broke a new campaign yesterday intended to raised awareness of the shortage of registered nurses in that province. The campaign consists of television, radio, newspaper, magazine and transit advertising created by Compass360 Advertising + Design of Toronto. According to the association, an estimated 30,000 registered nurses will be eligible to leave the profession by 2008. The campaign features seven nurses who are members of the association. "The decision to use real nurses instead of actors was easy," said Karl Thomson, creative director of Compass360. "Ontario Nurses are on the front-line and see how this issue is affecting healthcare, so it made sense that it was them on screen. It enhances the authenticity of the message."

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