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Blood, sweat and tears of joy against a shortage of nurses.
The city of Hamburg is in urgent need of new qualified nurses. But how do you make a line of work which seriously suffers from negative press, tempting for young people and experienced returnees? Our answer: Definitely not with always the same images of happy people in gowns, producing a clean and satisfied thumbs-up into the camera.

"Das ist Pflege." (translating to "this is nursing") is our campaign motto. We use it to showcase real images of real nurses and real emotions. So instead of an idyllic world we show the pain, the stress, and the humaneness that make the job as a nurse both so demanding and so purposeful. And instead of sugercoating the job description, we have our testimonials come together with interested audiences and actively break down the existing prejudices eye to eye.

This employer-branding-campaign was developed in an open, collaborative process – together with the city of Hamburg and a large merger of both public and private providers of care services. The testimonials are nurses with a personal interest to promote their profession in an honest and authentic way. The result: a campaign that all parties involved are proud of, and which resonates so well in the caring-community that numerous nurses willingly became strong advocates and multipliers of our message.