Ordre des infirmières et infirmiers du Québec - "Real Nurse Costume" by Epica Awards 2023
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Ordre des infirmières et infirmiers du Québec - "Real Nurse Costume"
This ad is part of the ACT Responsible Collection
- Brand: Ordre des infirmières et infirmiers du Québec
- Country: Canada
- Advertiser: Ordre des infirmières et infirmiers du Québec
| Title | Real Nurse Costume |
| Brief | This hypersexualisation of nurses is especially prevalent at Halloween, when sexy nurse costumes proliferate. Almost every year, the sexy nurse costume is a best seller on retail sites such as Amazon. Therefore, it was the ideal context to spark a public conversation about nurses’ image, representation and expertise.Right in time for Halloween, the OIIQ launched a limited-edition ‘Real Nurse Costume’ and made it available in select costume shops in Montreal, as well as online. The costume included a scrub, personal protective equipment and a stethoscope, and came in a packaging highlighting their valuable expertise.A short video introducing and contextualizing the initiative was launched a week before Halloween. The campaign was deployed across the OIIQ’s owned channels, and amplified by some key allies (influential nurses and figures from the health sector), as well as news media outlets. |
| Agency | Rethink Communications Inc. |
| Campaign | Le vrai costume d'infirmière |
| Advertiser | Ordre des infirmières et infirmiers du Québec |
| Brand | Ordre des infirmières et infirmiers du Québec |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |