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Paris, France

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Ordre des infirmières et infirmiers du Québec - "Real Nurse Costume"

Rethink Communications Inc.

Rethink Communications Inc. Montreal, Canada

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116

This ad is part of the ACT Responsible Collection

Brand: Ordre des infirmières et infirmiers du Québec
Country: Canada

Advertiser: Ordre des infirmières et infirmiers du Québec

Title	Real Nurse Costume
Brief	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. Therefore, it was the ideal context to spark a public conversation about nurses’ image, representation and expertise.Right in time for Halloween, the OIIQ launched a limited-edition ‘Real Nurse Costume’ and made it available in select costume shops in Montreal, as well as online. The costume included a scrub, personal protective equipment and a stethoscope, and came in a packaging highlighting their valuable expertise.A short video introducing and contextualizing the initiative was launched a week before Halloween. The campaign was deployed across the OIIQ’s owned channels, and amplified by some key allies (influential nurses and figures from the health sector), as well as news media outlets.
Agency	Rethink Communications Inc.
Campaign	Le vrai costume d'infirmière
Advertiser	Ordre des infirmières et infirmiers du Québec
Brand	Ordre des infirmières et infirmiers du Québec
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Case Study