Who: The Registered Practical Nurses Association of Ontario (WeRPN), with CO-OP and Motioneer for production.
What: “#ThankYouNurses,” an integrated campaign thanking the province’s more than 45,000 registered practical nurses for their efforts during the COVID crisis.
When & Where: The initiative broke Monday with PR, online, social media and print ads in healthcare trade magazines. It’s timed to coincide with Nursing Week (May 11-17). The International Council of Nurses and World Health Organization has also declared 2020 as the Year of the Nurse and Midwife, in honour of the 200th birthday of famed nursing icon Florence Nightingale—who was one of the earliest proponents of the importance of hygiene and hand-washing in combating the spread of disease.
Why: Because nurses are at the front lines of the fight against COVID, risking their own health to provide vital care for patients. According to reports, nearly 3,000 Ontario healthcare workers have contracted COVID-19 since the health crisis began, accounting for nearly 16% of all cases in the province.
How: It’s a multi-faceted initiative built around a one-minute video saluting nurses efforts. Soundtracked by the Sam Roberts song “We’re All in This Together,” the video shows images of some of the province’s nurses accompanied by the message “We see you. We thank you.” The
video wraps by encouraging everyone to show appreciation online using the hashtag #ThankYouNurses
In addition, a coalition of companies including skincare brand CeraVe, Penguin Random House Canada, Tetley, UPS, Well.ca, Winners, HomeSense and Marshall’s have partnered to create “care packages” that are being delivered to WeRPN members by UPS throughout the month. The participating companies donated more than $1.1 million worth of products.
And we quote: “Many nurses’ current COVID-19 reality is such that they are working extremely long hours, playing an integral role alongside so many others, at the frontline of healthcare during the pandemic. I know this initiative will mean the world to our family of nurses, and we can’t wait to surprise them with these packages.” — Dianne Martin, CEO, Registered Practical Nurses Association of Ontario (WeRPN).