Through bushfire, floods and pandemic, nurses have been at the frontline of Australian crisis response during an incredibly challenging period. But their important role was often overlooked, their wellbeing ignored, and their insights wasted. As the industry mutual bank serving the nurses of Australia, Health Professionals Bank wanted to highlight the leadership role of nurses and produce a policy proposal that governments could action to support the sector.
Health Professionals Bank partnered with the Australian College of Nurses to undertake a survey of nurses and develop policy recommendations that the ACN could present at meetings with government.
Agenda C helped HPB and ACN design the research approach and questions. When the results of the survey came back, Agenda C worked with the HPB and ACN to identify the insights and formulate key asks that emerged from them. As the report took shape, Agenda C ensured that the policy proposals which flowed from the report and were featured as policy-maker take-outs were clear, backed by evidence, and actionable.
Health Professionals Bank partnered with the Australian College of Nurses to undertake a survey of nurses and develop policy recommendations that the ACN could present at meetings with government.
Agenda C helped HPB and ACN design the research approach and questions. When the results of the survey came back, Agenda C worked with the HPB and ACN to identify the insights and formulate key asks that emerged from them. As the report took shape, Agenda C ensured that the policy proposals which flowed from the report and were featured as policy-maker take-outs were clear, backed by evidence, and actionable.
To bring the policy report to life and rally public support, Agenda C developed a traditional and social media campaign featuring real nurses and their experiences. A video featured nurses talking about what it was like to be on the front lines as wave after wave of crisis hit, and what they hope could be done better next time. Traditional media focused on policy makers, while social media zeroed in on communicating the HPB and ACN report back to nurses, encouraging them to keep telling us what they were seeing and how they and their critical roles could be better valued.
“Trust nurses, ask nurses.”
“If we are the biggest group of health professionals, why haven’t we got a seat at the table?”
The campaign’s calls for more significant investment in developing nurse leadership skills and prioritising nurse wellbeing have been noticed. In its next budget, the Victorian state government promised to recruit “thousands of nurses with a huge package to train, upskill and support healthcare workers to give them that extra pair of hands they need”. In the same budget, the Victorian government committed to “expanding Safer Care Victoria’s Healthcare Worker Wellbeing Centre program” in order to “help our health system manage staff fatigue and stress, and provide advice and training opportunities”. The ACT government allocated an additional $390 million to deliver “expanded support for our public hospitals and health centres” and a “record number of healthcare workers”. NSW announced a $1.76 billion health package, including more nurses for NSW hospitals.
The voice of nurses was heard through influential media across the country, including in The Australian, The Daily Telegraph, and News Corp syndications across metropolitan and regional centres. The ABC interviewed campaign spokeswoman, ACN CEO Kylie Ward and amplified her policy asks across national ABC radio. The 730 Report spoke to our young nurse case study. In combination, our choice of media outlets ensured the plight of nurses was compellingly presented through media outlets which policy makers can’t ignore.
With a small creative social media campaign, Agenda C ensured the key findings of the report were reflected back to nurses around the nation.
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