Title | Response |
Agency | Saatchi & Saatchi |
Campaign | Have you got what it takes - COI |
Advertiser | Central Office of Information |
Brand | Nursing |
Date of First Broadcast/Publication | 1997 / 2 |
Product | Department of Health |
Business Sector | Institutional/Public Interest/Non-Profit Org. |
Tagline | Have you got what it takes ? |
Story | Ads depict the real responsibilities and emotional/intellectual challenges that nurses face every day and positions modern nursing as a responsible, autonomous and challenging career. |
Problem | Objective was to change perceptions of nursing. People believe nurses only use manual skills, are a doctor's handmaiden - that nursing is low status, and is a vocation, not a career. |
Media Type | Magazine |
Market | United Kingdom |
Creative Director | Adam Kean |
Associate Creative Director | Alex Taylor |
Copywriter | Mike McKenna |
Art Director | John Messum |
Photographer | Graham Cornthwaite |