YoungShand and Oceania Healthcare have launched a campaign encouraging people to walk a mile in the shoes of frontline nurses this International Nurses Day.
The In Their Shoes initiative is an ode to the nurses working at the front of the aged care sector. The campaign comes in the shape of Allbirds, which Oceania will gift their frontline nurses.
YoungShand creative director, Anne Boothroyd says, “When we consider nurses, we automatically think about the care and kindness they provide. We wanted to focus instead on the skills and expertise they bring to their role, especially in aged care. So to mark International Nurses Day each frontline, Oceania Healthcare nurse will be gifted a pair of bespoke Allbirds, with a specially crafted message in the insoles of what it’s like to walk a day in their shoes.”
The story of a day in the life of these workers in the bespoke insoles of the shoes will be brought to life across print, digital, and radio.
Oceania Healthcare’s GM nursing & clinical strategy, Dr Frances Hughes, said they wanted to do something special to mark International Nurses Day this year, particularly against the backdrop of the dedication shown by our healthcare sector throughout Covid-19.
“The theme of this year’s celebration is ‘nursing the world to health’, and with In Their Shoes, we’re acknowledging every facet of what is required to deliver on that vital role. The initiative is a recognition not just of the kindness and compassion that nurses bring to each and every interaction – but, more importantly, their skills, knowledge, commitment and professionalism.
“Within the aged care sector, in particular, Covid-19 has been a vivid reminder of the importance of that continued investment in our nurses, because it does directly translate to the health and wellbeing of our aged population. That’s why we wanted to show our respect for their continued, unparalleled hard work.”