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Ontario Nurses' Association begins Value the Invaluable campaign

The Ontario Nurses' Association has begun a new advertising campaign called "Value the Invaluable." The campaign, developed by Doug & Serge of Toronto, includes radio and out-of-home advertising intended to raise awareness of the skills and knowledge that registered nurses bring to the healthcare system. The radio ads feature hockey commentator Joe Bowen. In one ad, Bowen gives a play-by-play description of a nurse a work. In another, he conducts an interview with a nurse at the end of a shift. The campaign will also make use of transit and online ads that feature creative such as registered nurse trading cards and framed scrubs. "Given all that registered nurses do for all of us, they really don’t get the respect or recognition they deserve," said Doug Robinson, chief creative officer at Doug & Serge. "They are truly amazing value for the money. It’s funny that we often look to so many others in society like entertainers, athletes, rock stars and professional athletes as role models and put them on a pedestal and celebrate how much we value them. That was the inspiration for the campaign. If only we valued nurses as much as we do those other 'stars' like we do pro athletes. It’s a fun, and extremely engaging way to get across a serious message."

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