British Columbia Nurses’ Union Puts Holiday Sacrifice Front and Centre

The campaign by the British Columbia Nurses’ Union celebrates nurses’ steadfast commitment to providing care at a time when most of us enjoying the holidays.

Created by Vancouver-based 9Letters, the campaign uses the iconic holiday track 'It’s Beginning to Look a Lot Like Christmas' to show the contrast between what the holidays look like for most people, and what they’re actually like for nurses on the frontlines of care in BC. Set to the jolly sounds of Perry Como and the Fontane Sisters, the hero spot features a variety of different nurses, contrasting powerful images of grief, childbirth, and life-saving care with upbeat music.

“Showing the reality of the holidays for every category of nursing was an integral part of this campaign,” said Cam Landell, president of 9Letters. “From long-term care facilities to ERs, and everything in between, all nurses are going above and beyond for us over the festive period.”

“The truth is, it might be beginning to look a lot like Christmas for us - but not for nurses,” echoes 9Letters creative director, Neil Shapiro. “Every year, they sacrifice time they could be spending with loved ones to be there for us. This campaign is our way of saying thank you.”

The campaign includes, television, cinema, radio, out of home, digital banners, and social media posts.

Media for the campaign was handled by 9Letters. Dear Friend worked with 9Letters on the production, Post-Pro Media on the post-production, and Vapor on the audio production.

The campaign launched December 8th and will run until Jan 4th.