Nurses are the best value in the health care system. Yet they're underpaid, over-worked, and there is a nurse's shortage. So we created a campaign to let the world know that this is a serious issue. The insight was based on the fact that nurses work harder than almost anyone, and make a difference in people's lives every day... so why should they not get the same respect and recognition of highly paid professionals such as athletes and celebrities? After all, if you were deserted on an island, would you rather be stuck with a nurse or a guy who could skate backwards really fast?

Before launching the campaign, consisting of radio and outdoor, we wanted to get the actual nurses excited about the initiative. And with 1000 nurses coming to a convention in Toronto just one week after developing the concept, we had to work fast. We wanted to give nurses the treatment they deserved... complete with a red carpet, paparazzi/autograph-seekers, and their very own personalized trading card.