This is how Asap wants to whet young people's appetites for nursing professions
Under the campaign motto "Influence the lives of older people", Curaviva Thurgau is launching a communication offensive with the aim of increasing the number of apprentices in nursing.
After a successful pitch, the creative agency Asap Alder Strässle and Partner has created a comprehensive campaign on behalf of Curaviva Thurgau. It is aimed at young people in the canton of Thurgau who are about to make their career choice. The goal is to humorously draw young people's attention to the exciting profession of nursing and to convince them to try it out or to get them to apply for a vacant training position right away, according to a statement.
The challenge was to positively influence the image of the nursing profession and to arouse the interest of young people in this profession. Not only because the profession is very versatile, varied and meaningful, but also because as a young person you can have a direct, positive impact on the lives of older people. And it was precisely this insight that served as the conceptual basis for the campaign. Because in the language of social media, influencing someone means nothing more than influencing someone. Thus, under the motto "Influence the lives of older people", a young, fresh and unseen care campaign was created.
Four short spots show in typical influencer sitauations how cool everyday life with older people can actually be and how they can be influenced. The spots, which are broadcast on Instagram, TikTok and YouTube and were produced exclusively in 9/16 format, are accompanied by over 1,000 posters and posters in the Urban Glued look hanging in schools and public buildings.
All communication measures pay off on the specially developed website www.leben-influencen.ch, which provides information about the profession, training and career opportunities. On the website, users can find all the nursing institutions in the canton, where they can quickly and easily register for a taster session - in some cases even via WhatsApp. In addition, each nursing institution can publish open training positions and users can apply directly.
Responsible at Curaviva Thurgau: Claudia Fichtner, Cornelia Rüther, Marlene Schadegg, Daniel Kübler, Anna Jäger. Responsible at Asap Alder Strässle and Partner: Ramon Alder, Nico Strässle, Ian Spahr, Manuel Eichmann; asap partners: Gianni Peng (Pengworks), Emil Mäder, Leon Frielingsdorf, Aurelio Ghirardelli (Marty-Trezzini), Johnny Grubenmann, Gaston Filippo (Theguys), Dario Schmieder (color grading & sound design), Lara Spiess (H&M), Lorenz Wahl (image editing); technical implementation website: marke17; social media performance: NK Media.
