Redefining independence

Faced with an aging brand and increased competition, VON needed to better educate the public about what they do. We brought colour and life to their brand across the country.

Challenge

Victorian Order of Nurses Canada (VON) was feeling the adverse effects of a tired perception and a general lack of awareness and understanding about who they are and what they do.

Responsive image

Insights

We consulted with front line staff and volunteers to better understand the breadth and scope of wellness programs and services offered by VON to shift the growing perception that the organization’s services were outdated and irrelevant.

Bold idea

Most home care companies advertise from the adult child’s point of view, worried about their parents’ health, and typically depict seniors as frail and needy. We turned this idea on its head.

The “This is what independence looks like” campaign features active and vibrant seniors living safely and independently alongside VON. The marketing materials show parents amusingly dismissing their child’s concern. Authentic and compelling photography using nurses, clients and their families was captured to demonstrate the positive outcomes of VON care and signal an innovative and vibrant organization.

Big results

  • Rolled out rebrand effectively and efficiently across VON Canada with billboards, bus shelter ads and print materials
  • 40% increase in direct mail average gift size from donors
  • 20% increase in job applications for VON positions