The Australian Nursing & Midwifery Federation (ANMF) is highlighting how $57bn in Federal Government budget cuts are leaving nurses and midwives with their hands tied and restricting their ability to provide the level of care they know their patients need.
Aimed at highlighting the impact of these cuts for the federal election, the new campaign developed by The Core Agency is raising awareness of how current healthcare policies are impacting patient care.
The campaign is urging the public to show their support for nurses and midwives using the line, ‘If you don’t care, we can’t care’.
The integrated campaign includes, TV, radio, OOH, social and digital assets and is running nationally.
This is the first work for Australia’s biggest union by the independent Sydney creative agency since it was appointed in January this year following a competitive pitch.
Jon Skinner, creative partner at The Core Agency said, “If you’ve ever gone into hospital you know just how wonderful and skilled nurses and midwives are.
“They just want to provide the best possible care for their patients and the current healthcare policies are restricting their ability to do this. Our campaign uses a simple, yet hard-hitting, visual metaphor to show they are being held back.”
Lee Thomas, federal secretary at ANMF added, “Health and aged care are critical issues in this election, and it’s about time all politicians took them seriously. Our message is clear, the public and our members care about $57 billion in health cuts, safe staffing in aged care, Medicare and penalty rates and our politicians should as well.”
Client: Australian Nursing & Midwifery Federation
Political Director: Sue Bellino
Federal Secretary: Lee Thomas
Assistant Federal Secretary: Annie Butler
Campaigns and Communications Manager NSW Nurses Association: Janaki Chellam
Agency: The Core Agency
Creative Partners: Jon Skinner and Christian Finucane
Copywriter: Anthony Ortuso Art Director: Jari Kennedy
Managing Director: Jane Callister Account Manager: Lucy Almond
Production: Film Graphics
Director: Ariel Martin
Producer: Gabe Hammond
Audio Post: Sound Reservoir