WeRPN came to us with an existential problem. They are a member-funded organization and membership renewals were decreasing. Their members were, and continue to be, under strain, from increasing workloads and stagnant wages. Some of them were starting to opt-out of membership because they didn’t understand the value of the advocacy that WeRPN offered them.

We developed a strategy that allowed us to take the nurses from a “Me” to a “We” mindset, showing them that their organization understands their reality and reminding them that together they have a stronger voice. We created the concept and produced the video shoot for a compelling and emotional ad. The new approach and compelling creative delivered outstanding results reaching Ontario Registered Practical Nurses on WeRPN’s behalf.

Membership renewals saw a significant uptick, reversing the declining trend. The emotional resonance of our video ad not only captivated the existing members but also attracted new ones, expanding WeRPN’s influence. The campaign sparked a renewed sense of solidarity among Ontario’s RPNs, fostering a community that is now more engaged and committed to collective advocacy. Through this initiative, WeRPN has reestablished itself as a vital ally for nurses, proving that together, their voice is indeed stronger.