The transit ads, sponsored by the Royal College of Nurses, ran on buses and in Underground stations for two weeks in September. RCN marketers hoped the ads would highlight the realities of modern day nursing by showing caregivers combining their clinical skills with their emotional strength in challenging situations.
"It took skill and expertise to save Emma's life," one of the ads reads. "And compassion to make her smile again. It takes a remarkable person to be a nurse. This is a profession where joy and sadness come in equal measure. This is where inspiration is met by frustration and where courage must outweigh fear. This is challenging. This is rewarding. This is nursing."
The copy reads more like recruitment material than an image campaign, and the wording is refreshingly honest. Granted quaint writing is par for the course in England. The Brits have a knack for making the mundane sound adorable. This is a land, after all, where a bottle of sparkling juice touts it contains "absolutely no nasties" (preservatives).
Along with the poignant copy, RCN executives spoke openly about the campaign's objectives.