Real Nurse Costume

PSA/Charity Advertising - Single

2023

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: Ordre des infirmières et infirmiers du Québec Chief Creative Officer: Aaron Starkman, Mike Dubrick Chief Strategy Officer: Sean McDonald Executive Creative Director: Xavier Blais, Nicolas Quintal Art Director: Jean-Nicolas Duval Writer: Isabelle Neault Broadcast Producer: Katia Dupuy Strategist: Pascal Routhier, Anastasia Collet Account Director: Mélanie Châteauneuf Account Manager: Noémie Trottier, Victor Brunton Production Company: Galerie Studio Producer: Simone Noël Director: Paul Dussault Director of Photography: Alex Nolet Photographer: Paul Dussault Editor: Marc-Alexandre Dulude Audio House: Circonflex Sound Designer: Craig Murdoch Media Agency: Espace M Media Planner: Vickie Dugas Media Agency Planner: Sophie Valcourt Public Relations Manager: Meredith Montgomery, Kaitlyn Vian, Joëlle Paquette Client Supervisor: Denise Beaulieu, Annie Beaucage, Marie-Noël Hade

This hypersexualisation of nurses is especially prevalent at Halloween, when sexy nurse costumes proliferate. Almost every year, the sexy nurse costume is a best seller on retail sites such as Amazon. The OIIQ wished to seize this opportunity to spark a public conversation about nurses' image, representation and expertise. Right in time for Halloween, the Order launched a limited-edition 'Real Nurse Costume' and made it available in select costume shops in Montreal, as well as online.