moving brands

Hero for life.

The society is aging and the chronic diseases are increasing. The number of people in need of care will continue to rise - and with it the need and reputation of the nursing profession. There are currently too few trained nurses in South Tyrol. The number of students at the Scuola Superiore Provinciale di Sanità “Claudiana” in Bolzano is declining slightly.

 

Against this background, we of the Advertising Agency Mugele’s Brand Identity developed the communication concept “hero for life. Your future. Nursing.” which primarily addresses 17 to 18 year old high school students. According to the digital characteristics of the primary target group the students could be described as mobile natives. Hence the medial linchpin is a series of three short spots that show stories from the everyday life of nurses and patients: honest, emotional and touching. Brochures, posters, PR, interviews and the heroforlife.it website complete the media mix.

The task

 

The focus was clearly on making the nursing profession for high school students of the 4th and 5th grades so attractive that they want to enrol at the Scuola Superiore Claudiana and want to work after graduation in South Tyrol. At the same time, however, an internal effect on those already employed in nursing should be achieved, (“I'm proud of my job.”) and improve the public image in general.

The solution


We address our target audience with the campaign message. Nurses are heroes. Heroes for life. In a double sense: life sustaining and accompanying life. We address the so-called mobile natives with stories from the professional life of nurses. Authentically narrated and played by nurses at their respective workplace: in the hospital, in the retirement home or at the patient's home. 

 

The core message hero for life is taught in simple English, with a German, Italian or Ladin addition. English is the "digital" language of young people and works equally well for German, Italian and Ladin-speaking teenagers. The direct address in the addition “Your Future. Nursing.” has at the same time a requesting character and implies a promise: “Take care of your future. You have one in nursing.” 

 

We pick up the image and design language of our web-based target group and process it. The key visual is based on emojis. The language is simple, precise and without frills. The classic, excessive advertising worlds are reject more and more by young people. Thus, the established dialogue takes place virtually within the peer group and does not come down from above.

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