On the Pulse

Registered Nurses are experiencing controversial changes to their role, changes that impact us all. The College and Association of Registered Nurses of Alberta (CARNA) knew they needed to address the sensitive topic – and they came to the right place.

Feeling the gravity of the issue, we knew the best way to cut through the noise was to leverage one cold, hard-hitting fact: As a patient, the presence of an RN could be the difference between life and death.

Through a province-wide push of billboards, print, radio, transit, digital advertising and a new website, ‘The Difference’ campaign highlights the complex consequences of reducing direct RN-to-patient care – something that every Albertan needs to be aware of.


Advertising & Assets


Non-Profit, Health


May 2014


This campaign raises the question: What’s truly at stake when RNs aren’t in the picture?