Our challenge was to highlight and differentiate the role Registered Nurses (RNs) play in our health care system. Clarity in the role of RNs is important for patients and their families. Our approach was based on powerful storytelling that could clearly position Registered Nurses as medical experts without diminishing the role of other healthcare staff. We also created a series of web content around the new black and white uniforms, and the name change and new brand.
Nursing to a Higher Level