The starting point of the creative idea was to demonstrate how nurses’ expertise is critical for the well-being of patients and their families.

We developed three main pillars to build the story:

1. Film: We aimed to create a compelling visual film, demonstrating the way a nurse`s professional judgment is exercised while providing care and comfort for a patient.

2. Visual advertising and digital/social media: Print advertisements, posters and social media ads were created depicting nurses providing essential knowledge in four of life’s most important moments and situations, where their expertise makes a crucial difference. The campaign also leveraged additional social media assets including memes.

3. Animation and infographic films: We created two animated films, the first demonstrating the anticipated shortage of nurses and the need for Clinical Nurse Specialists, and the second providing facts and information about the Norwegian health care system to local politicians.

The Expert-campaign kicked-off on International Nurses Day on May 12, 2015. The ongoing campaign has leveraged relevant events and milestones such as the local election campaign (August – September 2015), and Norway’s annual political week “Arendalsuka” (August 2015).

We used carefully selected channels to implement the following tactics:

• Posters and ads (Facebook)

• Film (YouTube and Facebook and direct email to national politicians)

• Two infographic-films (social media, and direct email to local politicians): Film 1 expresses what will happen to the health care system in Norway if we do not strengthen investments in nurses.Film 2 is a guide to local politicians on their responsibilities to the local health care system.

• Infographics (used in speeches and presentations)

• Analytical report: an assessment of “Health-Norway” (presented at the Norwegian Nurses Organisation’s National Congress, with key politicians present)

• Speeches and presentations (used by the elected leadership on different occasions)

• Memes (Facebook)

• Event (“Arendalsuka”)

• The posters had more than 8 million views on social and digital media combined (379,328 organic reach - Facebook).

• The film garnered 1.2 million organic views on Facebook and 1.5 million paid views. It was rated by TNS Gallup to be one of the 50 best and most effective Norwegian commercials they have ever analysed.

• The first and second infographic films resulted in an organic reach of 261,000 and 47,000 Facebook users respectively.

• In a survey 30% of local politicians said that they have seen the second infographic film. 40 % of them said they already acted upon or intend to act upon the information provided in the film.

• The Prime Minister promised 15,000 new seats for nursing education in the municipal election September 2015.

• The Government increased the budget for hiring expert nurses in schools by NOK 200 million in its budget proposal autumn 2015.