Federal election campaigns are one of the key periods when the key issues around nursing and the health system are elevated into the broad public debate. We needed to promote the issues to all Australians without politicising them.

The Core Idea

We created the nursing campaign around the idea, ‘If you don’t care, we can’t care.’ It worked in tandem with a cut-through and challenging key visual of a concerned nurse with their hands literally tied behind their back.  It showed how they are being held back in their desire to provide the best possible care for their patients. The campaign was rolled out across TV, outdoor, radio, digital and social. It enabled all the state and territory-based nursing federations to deliver their own localised messages, while keeping the campaign unified nationally.


The campaign achieved widespread coverage in national press and helped propel Medicare to be one of the key issues in the election.

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