UNIVERSITY OF ST. THOMAS — DIGITAL CAMPAIGNS
One program. One recruitment challenge. Three very different ideas. Recruiting graduate nursing students meant competing in a crowded category where much of the advertising looked and sounded the same. Rather than relying on a single creative formula, we developed three distinct digital campaigns for the University of St. Thomas Master of Science in Nursing program—each finding a different way to communicate the impact nurses can have on their patients, communities and the future of health care.

N[U]RSES
Put “U” at the center of nursing. The first campaign literally put the prospective student inside the word N[U]RSES.

The simple visual device allowed us to make the message personal while connecting individual ambition to a larger purpose: shatter expectations, make a difference, inspire change, advance health equity.

One idea. Multiple messages. One unmistakable visual system.

[UN]
Sometimes one little word can change everything. For the second campaign, we turned UN into a statement about the kind of nurses St. Thomas wanted to develop.

[UN]RELENTING. [UN]CONVENTIONAL. [UN]COMMON. [UN]SELFISH. [UN]WAVERING. [UN]STOPPABLE. [UN]COMPROMISING.

BE A NURSE
We put what matters most at the center of the picture. For the third campaign, hands forming a heart became both the visual device and the frame through which we showed the many ways nurses make a difference.

Become a community leader. Be a nurse.
Uphold social justice. Be a nurse.
Be a champion for health equity. Be a nurse.
Become an advocate. Be a nurse.
Transform healthcare. Be a nurse.

The campaign connected the profession with something larger than a job—showing nursing as a way to improve lives, strengthen communities and advocate for change.