Who knows what a nurse's life is really like? Answer: nurses. So if you want to recruit more nurses to a public health system seeking to recover from years of decline, why not let nurses tell their story for themselves?
That's what Magnum Opus did, giving video cameras to nurses to film their own activities and comment on their life. Then we created a standout two-minute TV commercial with an incredibly emotive opera track as the background - in Italian - to capture the emotion of their lives, and their single-minded dedication, interspersed with nurses talking "on the job". It remains the only recruitment campaign for public nursing in Australia's history that ever achieved its target.