The campaign intended to help a museum facing a loss of attendance and to bring to life the memory of an unprecedented war to protect a peace currently weakened by a Russian-Ukrainian conflict on the borders of Europe. But with this campaign, we also wanted to go further than with the previous ones by going beyond the celebration of a historical fact, the existence of war nurses, to address an ever more topical subject, the revelation of how they were forgotten. An approach which is more broadly part of the revaluation of the role of women in History, an issue which concerns us all and particularly younger generations. Beyond its informative content, the campaign had to resonate with this target.

Using exclusive archive photos, bandage and thread, the handmade prints not only honor nurses’ memory but aims to stitch it together. To repair nurses' memory using their own techniques. Striking words revealed their heroic role. Each print led to the untold story of a nurse in audio/video.

The best way to keep memory alive is to target younger generations, a population that’s under-represented in museum’s attendance. We had to tell nurse’s stories in an engaging, impactful way. The challenge was to find an anchor point to make this subject resonate with the times. It was no longer just a question of paying homage to heroines of the past, but to denounce a very current reality, a societal issue greater than our nurses themselves, that of the invisibility of women in History.

The campaign made nurses visible again everywhere through France’s main outdoor networks (JCDecaux and Mediatransport), including a total covering of the Gare de l’Est metro station in Paris (the train station leading to the Museum in Meaux). The campaign was also visible on social media and French newspapers and magazines in November/December 2023, including Society, Libération, Le Parisien, Rock & Folk… reaching a younger audience.

The exhibition attracted 41,600 visitors, the greatest attendance since the museum’s opening in 2011.