This is Nursing campaign

For International Nurses’ Day, the RCN commission Faltrego to create a campaign to show the hard reality of modern nursing while inspiring a determination to protect it.

For nurses, the objective was emotional validation: helping them feel seen, valued and proud. For the public, the goal was attitudinal disruption: reframing nursing not just as a caring profession, but one marked by skill and resilience under unsustainable pressure. We wanted the campaign to be the first stepping stone in shifting sentiment from passive appreciation to active support.

We drew on a tone we call 'Hopeful Urgency' deploying this in the hero film through a narrative arc of Struggle → Defiance → Hope which acknowledges the challenges but centres the resilience and hope that carry nurses forward. Crucially, we grounded this hope in qualitative In-Depth Interview with nurses, asking what sustains them. The consistent answers - patient impact, camaraderie and recognition - heavily informed the messaging and tone that close out the film, shaping our storytelling strategy, campaign proposition and creative wrapper.

We delivered a suite of campaign assets and content for organic and paid digital, for an audience of nurses/HCPs and the public, including the hero film with our partners at DUNA Film which amassed nearly 6,000 shares across Meta alone.

Representation that reflected the nursing workforce was important throughout, and women made up 88% of our RCN Nurses’ Day campaign team and crew.