The Core Agency creates federal election campaign for Australian Nursing & Midwifery Federation.
The Australian Nursing & Midwifery Federation (ANMF) is highlighting how $57bn in Federal Government budget cuts are leaving nurses and midwives, restricting their ability to provide the level of care they know their patients need.
The 30-second and shows nurses hands bound by rope, unable to administer medication.
Aimed at highlighting the impact of these cuts for the federal election, the new campaign developed by The Core Agency is raising awareness of how current healthcare policies are impacting patient care.
The campaign is urging the public to show their support for nurses and midwives using the line, ‘If you don’t care, we can’t care’.
The integrated campaign includes, TV, radio, OOH, social and digital assets and is running nationally.
This is the first work for Australia’s biggest union by the independent Sydney creative agency since it was appointed in January this year following a competitive pitch.
The Core Agency creative partner Jon Skinner says: “If you’ve ever gone into hospital you know just how wonderful and skilled nurses and midwives are. They just want to provide the best possible care for their patients and the current healthcare policies are restricting their ability to do this. Our campaign uses a simple, yet hard-hitting, visual metaphor to show they are being held back."